No abstract

Negative campaigning is an important aspect of campaign competition but plays little or no role in existing models of campaigns. Within the context of plurality elections for a single office we model the incentives that affect the use of negative campaigning. Under simplifying but still quite general assumptions we show a number of results, including the following key conclusions: (1) for two-candidate competition the front-runner will engage in more positive and less negative campaigning than the opponent; (2) in a three-candidate contest with one candidate clearly trailing by a large margin and playing mainly a spoiler role, that candidate will only engage in positive campaigning; and (3) in any three-candidate contest, no candidate engages in negative campaigning against the weaker of his two opponents, so that to the extent there is negative campaigning, it will be directed against the front-runner or it will come from the front-runner. These results have direct empirical applications to multicandidate primaries and nonpartisan contests and can provide insight into recent general elections as well.

This book integrates spatial and behavioral perspectives - in a word, those of the Rochester and Michigan schools - into a unified theory of voter choice and party strategy. The theory encompasses both policy and non-policy factors, effects of turnout, voter discounting of party promises, expectations of coalition governments, and party motivations based on policy as well as office. Optimal (Nash equilibrium) strategies are determined for alternative models for presidential elections in the US and France, and for parliamentary elections in Britain and Norway. These polities cover a wide range of electoral rules, number of major parties, and governmental structures. The analyses suggest that the more competitive parties generally take policy positions that come close to maximizing their electoral support, and that these vote-maximizing positions correlate strongly with the mean policy positions of their supporters.