Abstract
Many of the explanations for the decline of the Scottish Conservatives have previously been untested. These include that the party has lost its loyalist Protestant base, suffered for its opposition to devolution and become too right‐wing for a normally progressive Scots electorate. Using a unique collection of survey data, doubt is cast on all three claims. Instead it is suggested the party has lost its ability to appeal to certain symbols of Scots culture and suffered from a leftward drift amongst the Scots electorate. But equally crucial has been the economic experience of Scots over the last 40 years.
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