What Do You Mean by “Democrat” and “Republican”? Evidence from a Conjoint Experiment

Abstract

Abstract To better understand the nature of American mass party identification, it is crucial to examine how voters understand terms used in measuring partisanship in public opinion surveys, such as “Democrat” and “Republican.” For this purpose, we conducted a conjoint experiment where respondents evaluated hypothetical profiles’ partisanship. We show that, in contrast to previous studies which rely on one theoretical perspective to understand mass partisanship, multiple theories are reflected in how voters understand labels representing their partisanship. Further, the results suggest that many Americans seem to equate party identification with vote choice, contrary to standard assumptions in American political behavior research that these are separate concepts.