PERCEPTIONS OF CANDIDATES' ISSUE POSITIONS

In: Political behavior, Band 5, Heft 2, S. 209-223

Abstract

FOLLOWING SHIVELY, THE AUTHORS PROPOSE A THEORY TO EXPLAIN WHY VOTERS PERCEIVE OR FAIL TO PERCEIVE CANDIDATES' ISSUE POSITIONS. THE THEORY PRESUMES THAT THERE IS A CONTINUUM OF METHODS THAT RANGE FROM THOSE THT ARE VERY INEXPENSIVE IN TIME, ENERGY, AND EXPRIENCE (E.G., GUESSING) TO THOSE THAT ARE MODERATELY EXPENSIVE (E.G., PARTISANSHIP) TO THOSE THAT ARE RATHER COSTLY (E.G., EXTENSIVE USE OF THE MEDIA). ALL THESE FACTORS ARE SHOWN TO PLAY A PART IN THE FORMATION OF CANDIATE PERCEPTIONS, BUT WITH VARIATIONS BETWEEN CANDIDATES IN WAYS SPECIFIED BY THE THEORY.