Personalized politics: Evidence from the Czech and Slovak Republics

What role do political party leaders play in individual vote choice? Recent literature argues that leaders are increasingly important for decisions at the ballot box. Moreover, scholars suggest leaders may be particularly consequential in volatile, under-institutionalized party systems, like those of Central and Eastern Europe (CEE). Accordingly, we investigate the extent to which leader evaluations matter for individual voting decisions, and whether these evaluations are more consequential than ideological proximities between voters and parties. We also explore whether leaders matter more for leader-centered, ideologically blurry, and populist parties. Through a comparison of the 2017 Czech and 2020 Slovak elections, we find that leader evaluations are strongly associated with voting decisions and that these evaluations tend to be more consequential than ideological proximity. We also show that leaders are more important for parties with strong “brands” – those that have most differentiated themselves from their competitors.