CONTENTS
SERIES EDITOR'S FOREWORD = ⅴ
PREFACE = ⅶ
ACKNOWLEDGMENTS = ⅸ
PartⅠ：INTRODUCTION = 1
Chapter1：THE NEED TO UNDERSTAND POLITICAL CHOICE BEHAVIOR = 3
HISTORICAL OVERVIEW = 4
THE VOTER AS A CONSUMER = 4
EMERGING MARKETING ORIENTATION = 5
NOTES = 10
Chapter2：RESEARCH TRADITIONS IN VOTER BEHAVIOR = 12
SOCIOLOGY AND POLITICAL SCIENCE = 12
SOCIAL PSYCHOLOGY = 18
CONSUMER BEHAVIOR = 21
NOTES = 27
PartⅡ：A THEORY OF POLITICAL CHOICE BEHAVIOR = 29
Chapter3：DESCRIPTION OF THE THEORY = 31
POLITICAL ISSUES = 31
SOCIAL IMAGERY = 33
CANDIDATE PERSONALITY = 34
SITUATIONAL CONTINGENCY = 35
EPISTEM1C VALUE = 35
A SAMPLE CLASSIFICATION OF DIFFERENT FACTORS = 36
NOTES = 37
Chapter4：BASIS OF CHOICE = 38
Section A：POLITICAL ISSUES AS A BASIS OF CHOICE = 38
DEFINITION OF POLITICAL ISSUES AS A BASIS OF CHOICE = 38
MEASUREMENT OF POLITICAL ISSUES = 40
ANALYSIS OF POLITICAL ISSUES = 44
FINDINGS ON POLITICAL ISSUES AS A BASIS OF CHOICE = 45
FUTURE DIRECTION OF RESEARCH ON POLITICAL ISSUES AS A BASIS OF CHOICE = 48
Section B：SOCIAL IMAGERY AS A BASIS OF CHOICE = 49
DEFINITION OF PARTY AFFILIATION AS A BASIS OF CHOICE = 49
THE MEASUREMENT OF PARTY IDENTIFICATION = 51
ANALYSIS OF PARTY AFFILIATION AS A BASIS OF CHOICE = 53
FINDINGS ON PARTY AFFILIATION AS A BASIS OF CHOICE = 53
FUTURE RESEARCH ON PARTY AFFILIATION AS A BASIS OF CHOICE = 55
DEFINITION OF DEMOGRAPHICS AS A BASIS OF CHOICE = 55
MEASUREMENT OF SELECTED DEMOGRAPHIC CHARACTERISTICS = 57
ANALYSIS OF DEMOGRAPHIC CHARACTERISTICS = 57
FINDINGS ON DEMOGRAPHICS AS A BASIS OF CHOICE = 57
FUTURE DIRECTION IN RESEARCH ON DEMOGRAPHICS AS A BASIS OF CHOICE = 62
Section C：CANDIDATE PERSONALITY AS A BASIS OF CHOICE = 63
DEFINITION OF CANDIDATE PERSONALITY AS A BASIS OF CHOICE = 63
MEASUREMENT OF CANDIDATE PERSONALITY = 65
ANALYSIS OF CANDIDATE PERSONALITY = 67
FINDINGS ON CANDIDATE PERSONALITY AS A BASIS OF CHOICE = 67
FUTURE DIRECTION IN RESEARCH ON CANDIDATE PERSONALITY AS A BASIS OF CHOICE = 70
Section D: SITUATIONAL CONTINGENCY AND EPISTEMIC VALUE AS THE BASES OF CHOICE = 71
SITUATIONAL CONTINGENCY AS A BASIS OF CHOICE = 71
EPISTEMIC VALUE AS A BASIS OF CHOICE = 73
FUTURE RESEARCH ON SITUATIONAL CONTINGENCY AND EPISTEMIC VALUE AS BASES OF CHOICE = 75
NOTES = 75
PartⅢ：THEORY TESTING AND RESULTS = 79
Chapter5：MEASUREMENT OF THE THEORY = 81
SAMPLING PROCEDURE = 81
FORMAT AND WORDING OF THE QUESTIONNAIRE = 84
DATA COLLECTION PROCEDURES = 91
STATISTICAL ANALYSIS = 95
Chapter6：EMPIRICAL RESULTS OF THE THEORY AS APPLIED TO FOUR ELECTIONS = 97
1980 REPUBLICAN ILLINOIS PRIMARY = 97
1984 WISCONSIN PRESIDENTIAL PRIMARY = 107
1984 PRESIDENTIAL ELECTION = 113
THE 1985 MILWAUKEE SCHOOL BOARD ELECTION = 119
CONCLUSIONS = 127
NOTES = 128
PartⅣ：STRATEGIES AND TRENDS = 129
Chapter7：STRATEGIC IMPLICATIONS OF THE THEORY = 131
STRATEGIC FRAMEWORK = 131
APPLICATION OF THE FRAMEWORK TO ELECTION RESULTS = 136
STRATEGY RECOMMENDATIONS IN THE MARCH, 1980 ILLINOIS PRIMARY = 136
STRATEGY RECOMMENDATIONS IN THE APRIL, 1984 WISCONSIN PRIMARY = 138
STRATEGY RECOMMENDATIONS IN THE NOVEMBER, 1984 PRESIDENTIAL ELECTION = 140
STRATEGY RECOMMENDATIONS IN THE APRIL, 1985 MILWAUKEE SCHOOL BOARD ELECTION = 141
Chapter8：FUTURE TRENDS = 143
GENERAL TRENDS IN THE POLITICAL ENVIRONMENT = 143
NEW DEVELOPMENTS IN THE THEORY = 147
THEORY IMPLICATIONS = 148
NOTES = 148
APPENDICES = 149
APPENDIX A 1980 ILLLINOIS REPUBLICAN PRESIDENTIAL PRIMARY = 151
APPENDIX B 1984 WISCONSIN PRESIDENTIAL PRIMARY = 157
APPENDIX C 1984 WISCONSIN GENERAL PRESIDENTIAL ELECTION = 162
APPENDIX D 1985 MILWAUKEE SCHOOL BOARD ELECTION = 168
BIBLIOGRAPHY = 173
INDEX = 185
ABOUT THE AUTHORS = 191
