The Great Society, Reagan's Revolution, and Generations of Presidential Voting

We build a model of American presidential voting in which the cumulative impression left by political events determines the preferences of voters. The impression varies by voter, depending on their age at the time the events took place. We use the Gallup presidential approval‐rating time series to reflect the major events that influence voter preferences, with the most influential occurring during a voter's teenage and early adult years. Our fitted model is predictive, explaining more than 80% of the variation in voting trends over the last half‐century. It is also interpretable, dividing voters into five meaningful generations: New Deal Democrats, Eisenhower Republicans, 1960s Liberals, Reagan Conservatives, and Millennials. We present each generation in context of the political events that shaped its preferences, beginning in 1940 and ending with the 2016 election.