College Students' Values and Presidential Preference in the 1980 Election

Abstract

Rokeach (1973) proposed a model of political ideologies based on the extent to which people value freedom and equality. Socialists are defined as persons who value freedom and equality highly, capitalists place a high value on freedom but a low value on equality, communists place a low value on freedom but a high value on equality, and facists place a low value on both freedom and equality. In the United States, liberals are predicted to have the socialist value pattern and conservatives are predicted to have the capitalist value pattern. Rokeach (1973) successfully tested these predictions during the 1968 U.S. presidential election, and this study attempted to replicate these findings during the 1980 election. The subjects were 423 students (235 female, 188 male) at a Southern university. They ranged from 16 to 59 yr. of age (M = 19 8 yr.). There were 361 whites, 52 blzcks, and 10 students who did not indicate their race. These subjects completed Rokeach's Value Survey and indicated their presidential candidate preference during September or October of 1980. Eleven subjects were dropped from the study because they failed to indicate preferences for a candidate. Reagan was preferred by 175 subjects, Carter by 172 subjects, and Anderson by 65 subjects. Rankings for each of the 36 values on the Value Survey were converted to z-scores (Hays, 1967) and entered into a one-way analysis of variance, with preference for a candidate as the independent variable. Where significant Fs occurred (p < .05), Tukey B tests were used to compare individual means. If the Rokeach model is correct supporters of conservative candidates should value equalicy less than supporters of liberal candidates but no differences should exist for values placed on freedom. The results are consistent with this model. Reagan supporters (M = -.47) place less value on equality than supporters of Anderson (M = -.18) or Carter (M = M.20). Supporters of Anderson (M = .39), Carter (M = .40), and Reagan (M = .42) do not differ significantly in their valuing of freedom. Among the other 34 values, Carter's supporters value a world at peace and happiness more rhan do Reagan's supporters. Anderson's supporters value being imaginative more, but obtaining salvation less, rhan supporters of Caner and Reagan.