Symposium. The directional theory of issue voting .4. On the coexistence of directional and proximity voters

There are two distinct views on how candidate (or party) issue strategies influence mass evaluations. One is the view underlying the classic spatial model that the proximity between the voter's own issue positions and the positions taken by the candidates drives the evaluation. The other view is directionally motivated. In the directional model voters are seen as having only diffuse preferences for one side or the other on an issue, with voter support and opposition stimulated by a candidate taking a strong stand in favor of a particular side. Researchers have long recognized that electorates are heterogeneous. We consider a model in which each of these two different views of issue-based voting is correct for a part of the electorate. We find that candidates trying to optimize support in this heterogeneous environment will generally adopt more extreme positions than those implied by proximity theory and more central positions than those implied by directional theory.