8.10 Issue voting (4)

Candidates always endeavor to define the issues of an election in terms that will serve their interests.

• Incumbents running during a period of prosperity will seek to take credit for the economy’s happy state and define the election as revolving around their record of success. This strategy encourages voters to make retrospective judgments.

• By contrast, an insurgent running during a period of economic uncertainty will tell voters it is time for a change and ask them to make prospective judgments.