How do Voters Form Perceptions of Party Positions?

Abstract

Political debates are structured by underlying conflict dimensions, such as left-right and economic and cultural ideology, which form the basis for voter choice and party competition. However, we know little about how voters arrive at perceptions of parties' positions on these dimensions. We examine how the emphasis parties place on the different issues that make up a higher-level ideological dimension affects perceptions of their position on that dimension. Using two population-based survey experiments, we present respondents with either short or long statements that communicate the same issue stances. We then test whether the length of statements affects positional perceptions on the higher-level dimension. The empirical results show support for our hypotheses and imply that political parties – and the context in which they compete – can affect their perceived position even if underlying issue stances remain stable.