Voters face difficult choices in local elections, where information about candidates is scarce and party labels often do not distinguish candidates’ ideological positions. Can voters choose candidates who represent them ideologically in these contexts? To address this question, we conduct original surveys that ask candidates in the 2011 mayoral election in San Francisco to take positions on local policy issues. We ask voters their positions on these same policy issues on a written exit poll. We use these policy positions to construct comparable measures of candidate and voter ideology (i.e., ideal points). Within the exit poll, we experimentally manipulate cues to examine their effects on voters’ candidate preferences. We observe a strong, positive relationship between voter ideology and the ideology of the candidates they choose in the election. However, our experiments show that endorsements from political parties and newspapers with ideological reputations weaken this relationship. These findings challenge the view of local elections as nonideological and demonstrate that spatial voting theory can be usefully applied to local settings. They also indicate that voters may not treat political party and newspaper endorsements as signals of candidates’ ideological positions, but rather as nonideological signals of partisan affinity or candidate quality/viability.

With the growth of Latino and Asian American populations, candidates frequently must appeal to diverse electorates. Strategies for doing so include emphasizing candidates' racial/ethnic identity and securing endorsements from racial/ethnic groups. While many scholars focus on candidates' racial/ethnic attributes, ethnic group endorsements are understudied. Whether such endorsements induce voters to choose ideologically similar candidates (spatial voting), or choose based on race/ethnicity (racial voting) is unclear. We address this question by examining elections in multiethnic local settings. Using original surveys and exit polls, we create comparable measures of candidate and voter ideology, and examine how race/ethnicity and ideology affect voters' choices. We also embed experiments that manipulate ethnic group endorsements. We find that ideology influences voters' choices, but that ethnic group endorsements weaken spatial voting. The latter effect among whites is driven by racial/ethnic stereotypes. These reactions explain why some candidates seek such endorsements and why others might prefer to avoid them.

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