Political Cues and the Perception of Candidates

Abstract

Though typically they have not been the subject of systematic analysis, political cues are often depicted as having a major influence on voters' perceptions of political candidates. In this regard, different interpretations have been offered by those adopting perceptual balance and rational choice perspectives. After reviewing the points of controversy separating these two approaches, a more comprehensive explanation of political cues is offered. In particular, the use of political cues is depicted as involving two key elements: the political cue and the political stereotype with which the cue is associated. The implications of this perspective for voter rationality are then discussed. Finally, some of the key hypotheses are tested, and found to be supported through the use of experimental data.