“Extending the Referendum Model of Presidential Election Outcomes: Both Candidates Matter”

We offer a candidate-centered amendment to incumbent-referendum models of presidential election outcomes that dominate the literature on post-WWII presidential elections. Our argument is that incumbent-challenger differences in character qualifications and issue concerns of the electorate should be included. These differentials, which recognize the advantage or disadvantage of the incumbent relative to the challenger party candidate have strong effects on election outcomes independent of the state of the economy, the number of years the incumbent party has held the White House, and presidential approval. Properly understood, in addition to the state of national affairs, presidential election outcomes are about the choice presented to the mass public. This added element means that candidates matter for election outcomes and electoral change in ways that have not been properly appreciated in existing scholarship.