One size doesn't fit all: Voter decision criteria heterogeneity and vote choice

Although classic voting studies noted that voters may reach their voting decision on the basis of different criteria most contemporary voting studies assume that one voting model fits all. Building on the limited, but developing literature on the topic, this paper develops and tests models incorporating voter decision criteria heterogeneity. Paying particular attention to the role of voter sophistication, we investigate which voters mainly decide on the basis of ideology, position and valence issues, or party leaders, and how these differences influence their party choices. Analyses using mixed logit and a specially-designed survey instrument embedded in a high-quality, nationally representative survey of Danish voters show that decision criteria heterogeneity has substantial influence on the vote. The conclusion discusses the normative implications, in particular the question of whether voters’ reliance on party leaders constitutes a democratic problem. •We study voter heterogeneity focusing on the influence of four decision criteria.•The study uses a specially-designed survey instrument to study heterogeneity.•Criterion heterogeneity translates into heterogeneous effects on the vote.•Voter sophistication influences which decision criteria voters consider important.