The Group Appeal Strategy: Beyond the Policy Perspective on Party Electoral Success

Abstract

Political parties use policy appeals to change their policy images and increase electoral support. Building on the idea that parties’ group images also matter to voters, this article shows that group appeals can benefit parties as well. Combining manifesto data on policy and group appeals covering 50 years, we revisit the shift from class to catch-all politics in Britain and present three findings. First, a vote share analysis shows that the Labour Party benefited from using not just policy but also group appeals to downplay its class image. Second, consistent with a catch-all strategy, survey evidence shows that this boost in Labour support was most prominent outside the traditional base. Third, while group appeals had independent effects, we show how group and policy appeals also interact and reinforce each other. This suggests that non-policy strategies matter to parties’ electoral success on their own but also in combination with policy strategies.