8.1 Introduction

The voter’s decision can be understood as really two linked decisions: whether to vote and for whom.

• An individual who does not know anything about the candidates or dislikes all of the choices is unlikely to vote.

• Second, which candidates or party voters choose depends primarily on three factors: partisan loyalties, issues, and candidate characteristics.

• Partisan loyalties have been found to be the strongest single predictor of the vote, though party attachments also reflect issues and experience with candidates. Party, issues, and candidates act together to shape vote choice.