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Straight-ticket voting does have the advantage of reducing
ballot fatigue . Ballot fatigue occurs when someone votes only for the top or important ballot positions, such as president or governor, and stops voting rather than continue to the bottom of a long ballot. In 2012, for example, 70 percent of registered voters in Colorado cast a ballot for the presidential seat, yet only 54 percent voted yes or no on retaining Nathan B. Coats for the state supreme court.
“Presidential Electors,” http://www.sos.state.co.us/pubs/elections/Results/Abstract/2012/general/president.html (July 15, 2015); “Judicial Retention–Supreme Court,” http://www.sos.state.co.us/pubs/elections/Results/Abstract/2012/general/retention/supremeCourt.html (July 15, 2015).
Voters make decisions based upon candidates’ physical characteristics, such as attractiveness or facial features.
Lasse Laustsen. 2014. “Decomposing the Relationship Between Candidates’ Facial Appearance and Electoral Success,”
Political Behavior 36, No. 4: 777–791. They may also vote based on gender or race, because they assume the elected official will make policy decisions based on a demographic shared with the voters. Candidates are very aware of voters’ focus on these non-political traits. In 2008, a sizable portion of the electorate wanted to vote for either Hillary Clinton or Barack Obama because they offered new demographics—either the first woman or the first black president. Demographics hurt John McCain that year, because many people believed that at 71 he was too old to be president.
Alan Silverleib. 15 June 2008. “Analysis: Age an Issue in the 2008 Campaign?” http://www.cnn.com/2008/POLITICS/06/15/mccain.age/index.html?iref=newssearch. Hillary Clinton faced this situation again in 2016 as she became the first female nominee from a major party. In essence, attractiveness can make a candidate appear more competent, which in turn can help him or her ultimately win.
Laustsen. “Decomposing the Relationship,” 777–791.
Aside from party identification and demographics, voters will also look at issues or the economy when making a decision. For some single-issue voters, a candidate’s stance on abortion rights will be a major factor, while other voters may look at the candidates’ beliefs on the Second Amendment and gun control. Single-issue voting may not require much more effort by the voter than simply using party identification; however, many voters are likely to seek out a candidate’s position on a multitude of issues before making a decision. They will use the information they find in several ways.
Retrospective voting occurs when the voter looks at the candidate’s past actions and the past economic climate and makes a decision only using these factors. This behavior may occur during economic downturns or after political scandals, when voters hold politicians accountable and do not wish to give the representative a second chance. Pocketbook voting occurs when the voter looks at his or her personal finances and circumstances to decide how to vote. Someone having a harder time finding employment or seeing investments suffer during a particular candidate or party’s control of government will vote for a different candidate or party than the incumbent. Prospective voting occurs when the voter applies information about a candidate’s past behavior to decide how the candidate will act in the future. For example, will the candidate’s voting record or actions help the economy and better prepare him or her to be president during an economic downturn? The challenge of this voting method is that the voters must use a lot of information, which might be conflicting or unrelated, to make an educated guess about how the candidate will perform in the future. Voters do appear to rely on prospective and retrospective voting more often than on pocketbook voting.
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