Economic voting: a campaign-centered theory

A New Psychology of Economic Voting: The Priming ApproachBringing the Candidate Back in: Messaging Strategy; Empirical Implications and Hypotheses; Why Have Campaigns Been Ignored in Economic Voting?; Conclusion; 3 Can Ads Prime the Economy? How Would We Know? US 1992; The Mysterious Case of the Missing Economic Recovery; The Challenge of Identifying Economic Activation; Isolating the Causes of Economic Priming; Conclusion; 4 The Impact of a Surge in Economic Messages: Mexico 2006; Backdrop of the Campaign: The Long Shadow of 2000; The Campaign and the Economic Message.

The conventional wisdom of economic voting theory argues that a nation's economic performance drives electoral outcomes. Therefore, voters will hold an administration accountable for its economic stewardship. Austin Hart challenges the simplicity of this notion, drawing on cognitive-psychological research on priming to demonstrate that the intensity of voters' exposure to economic campaign messages systematically conditions the strength of the economic vote. However, this study goes further than simply saying 'campaigns matter'. Here, we learn that candidates who control the campaign narrative can capitalize on favorable economic conditions or - contrary to the predictions of conventional theory - overcome unfavorable conditions. Although the aim is not to dismiss the importance of structural variables in the study of elections, Hart shows that the choices candidates make about what to say and how often shape election outcomes in ways that cannot be explained by contextual or institutional forces alone