Who Evaluates a Presidential Candidate by Using Non-Policy Campaign Messages?

This article tests the hypothesis that low-education voters are more likely to evaluate a candidate using personalistic or non-policy campaign messages than are more educated voters. The Latino electorate in the U.S. presents an ideal case study, given that both Presidential candidates in the 2000 election directed personalistic campaign messages toward them. Latinos with low-levels of education should be the most likely to evaluate a candidate using personalistic campaign cues since processing and understanding these messages require little in stored political information. Analysis of self-reported responses from the Latino Voter Survey of 2000 indicates that low-education Latinos are more likely than are high-education Latinos to use non-policy cues when evaluating a candidate. This finding implies that vote choice is structured differently for Latinos with varying levels of education. To test this implication and to confirm the finding from the self-reported responses, I estimate a model of Latino vote choice for the 2000 Presidential election. Probit analysis shows that high-education Latinos are indeed more likely to use factors that are informationally demanding, such as candidates’ issue positions and ideology than are low-education Latinos.