The Rationalizing Voter

When citizens think about political leaders, groups and issues, their feelings bias how information is encoded, evaluated and acted upon.

Why is American politics so intense and emotionally competitive today, and how did we get here? In The Fundamental Voter, John H. Aldrich, Suhyen Bae, and Bailey K. Sanders explain why the notion that we are divided into tribal loyalties is, at best, only partially correct, and discuss how the divisions rest on much more substantive politics than they once did. In the 1950s and 1960s, the American public based voting primarily on partisan loyalties. Landslide presidential elections were once common, but over the last forty years, they have converged to very closely contested elections. Congressional elections were increasingly incumbent centered before 1984 and decreasingly so afterward. These changes reflect the changing nature of fundamental forces that shape the public's electoral opinions and voting behavior. From a single such fundamental, partisan identification, the electorate now rests on five fundamental forces: party, ideology, issues, race, and economics. Since the 1980s, these fundamentals have grown increasingly important and increasingly aligned, such that voters are now sorted into two increasingly bitterly divided sides. Believing that the other side is on the wrong side of nearly everything of political relevance, voters, like officials, have come to deeply dislike the opposition, a state of affairs that threatens to undermine the stability of democratic institutions in the United States.

The use of wedge issues such as abortion, gay marriage, and immigration has become standard political strategy in contemporary presidential campaigns. Why do candidates use such divisive appeals? Who in the electorate is persuaded by these controversial issues? And what are the consequences for American democracy? In this provocative and engaging analysis of presidential campaigns, Sunshine Hillygus and Todd Shields identify the types of citizens responsive to campaign information, the reasons they are responsive, and the tactics candidates use to sway these pivotal voters. The Persuadable Voter shows how emerging information technologies have changed the way candidates communicate, who they target, and what issues they talk about. As Hillygus and Shields explore the complex relationships between candidates, voters, and technology, they reveal potentially troubling results for political equality and democratic governance. The Persuadable Voter examines recent and historical campaigns using a wealth of data from national surveys, experimental research, campaign advertising, archival work, and interviews with campaign practitioners. With its rigorous multimethod approach and broad theoretical perspective, the book offers a timely and thorough understanding of voter decision making, candidate strategy, and the dynamics of presidential campaigns.

This is an open access title available under the terms of a CC BY-NC-ND 4.0 International licence. It is free to read at Oxford Scholarship Online and offered as a free PDF download from OUP and selected open access locations. Over the past half century, the behavior of German voters has changed profoundly - at first rather gradually, but during the last decade at accelerated speed. Electoral decision-making has become much more volatile, rendering election outcomes less predictable. Party system fragmentation intensified sharply. The success of the AfD put an end to Germany's exceptionality as one of the few European countries without a strong right-wing populist party. Utilizing a wide range of data compiled by the German Longitudinal Election Study, the book examines changing voters' behavior in the context of changing parties, campaigns, and media during the period of its hitherto most dramatically increased fluidity at the 2009, 2013, and 2017 federal elections. Guided by the notions of realignment and dealignment the study addresses three questions: How did the turbulences that increasingly characterize German electoral politics come about? How did they in turn condition voters' decision-making? How were voters' attitudes and choices affected by situational factors that pertained to the specifics of particular elections? The Changing German Voter demonstrates how traditional cleavages lost their grip on voters and a new socio-cultural line of conflict became the dominant axis of party competition. A series of major crises, but also programmatic shifts of the established parties promoted this development. It led to a segmentation of the party system that pits the right-wing populist AfD against the traditional parties. The book also demonstrates the relevance of coalition preferences, candidate images as well as media and campaign effects for voters' attitudes, beliefs, and preferences.

In the run-up to a contentious 2020 presidential election, the much-maligned American voter may indeed be wondering, “How did we get here?” A Citizen’s Guide to the Political Psychology of Voting offers a way of thinking about how voters make decisions that provides both hope and concern. In many ways, voters may be able to effectively process vast amounts of information in order to decide which candidates to vote for in concert with their ideas, values, and priorities. But human limitations in information processing must give us pause. While we all might think we want to be rational information processors, political psychologists recognize that most of the time we do not have the time or the motivation to do so. The question is, can voters do a “good enough” job even if they fail to account for everything during the campaign? Evidence suggests that they can, but it isn’t easy. Here, Redlawsk and Habegger portray a wide variety of voter styles and approaches—from the most motivated and engaged to the farthest removed and disenchanted—in vignettes that connect the long tradition of voter survey research to real life voting challenges. They explore how voters search for political information and make use of it in evaluating candidates and their positions. Ultimately, they find that American voters are reasonably competent in making well-enough informed vote choices efficiently and responsibly. For citizen voters as well as students and scholars, these results should encourage regular turnout for elections now and in the future.

The Reasoning Voter is an insider's look at campaigns, candidates, media, and voters that convincingly argues that voters make informed logical choices. Samuel L. Popkin analyzes three primary campaigns—Carter in 1976; Bush and Reagan in 1980; and Hart, Mondale, and Jackson in 1984—to arrive at a new model of the way voters sort through commercials and sound bites to choose a candidate. Drawing on insights from economics and cognitive psychology, he convincingly demonstrates that, as trivial as campaigns often appear, they provide voters with a surprising amount of information on a candidate's views and skills. For all their shortcomings, campaigns do matter. "Professor Popkin has brought V.O. Key's contention that voters are rational into the media age. This book is a useful rebuttal to the cynical view that politics is a wholly contrived business, in which unscrupulous operatives manipulate the emotions of distrustful but gullible citizens. The reality, he shows, is both more complex and more hopeful than that."—David S. Broder, The Washington Post

The study of elections, voting behavior and public opinion are arguably among the most prominent and intensively researched sub-fields within Political Science. It is an evolving sub-field, both in terms of theoretical focus and in particular, technical developments and has made a considerable impact on popular understanding of the core components of liberal democracies in terms of electoral systems and outcomes, changes in public opinion and the aggregation of interests. This handbook details the key developments and state of the art research across elections, voting behavior and the public opinion by providing both an advanced overview of each core area and engaging in debate about the relative merits of differing approaches in a comprehensive and accessible way. Bringing geographical scope and depth, with comparative chapters that draw on material from across the globe, it will be a key reference point both for advanced level students and researchers developing knowledge and producing new material in these sub-fields and beyond. The Routledge Handbook of Elections, Voting Behavior and Public Opinion is an authoritative and key reference text for students, academics and researchers engaged in the study of electoral research, public opinion and voting behavior.

The Handbook of Electoral Behaviour is an authoritative and wide ranging survey of this dynamic field, drawing together a team of the world′s leading scholars to provide a state-of-the-art review that sets the agenda for future study.