Does Public Opinion Respond to Shifts in Party Valence? A Cross-National Analysis of Western Europe, 1976–2002

Abstract

Recent empirical research has demonstrated that, in addition to policy positions, parties’ electoral support is also affected by their character-based valence attributes such as competence, integrity, and unity. Thus far, however, research into the effects of parties’ character-based valence attributes has not examined how such party attributes affect public opinion. The article examines whether changes in parties’ character-based valence attributes motivate shifts in public opinion – specifically, whether public opinion shifts leftwards when right-wing parties’ character-based valence attributes suffer relative to leftist parties, and vice versa. It presents the results of pooled time-series analyses of the relationship between parties’ valence attributes and shifts in public opinion for nine European polities. The findings suggest that changes in parties’ character-based valence attributes do motivate shifts in public opinion as hypothesised, and the effects are substantively large. These findings have implications for party strategies and for our understanding of the factors which shape public opinion.