Everything to Everyone: The Electoral Consequences of the Broad‐Appeal Strategy in Europe

Parties often tailor their campaign message differently to different groups of voters with the goal of appealing to a broader electorate with diverse preferences and thereby winning their votes. I argue that the strategy helps a party win votes if it can convince diverse groups of voters that the party is ideologically closer to their preferred positions. Using election data from nine Western European democracies, I first show that parties gain votes when they appeal broadly. Analysis of individual‐level survey data suggests that voters perceive broadly appealing parties as ideologically closer to their own positions, a finding that identifies a plausible mechanism behind the aggregate positive effect of this strategy on party election performance. These findings not only help explain the behavior of some European parties, but they may also offer a potential recipe for electoral success in multiparty democracies.