Materialists, Postmaterialists, and the Criteria for Political Choice in U.S. Presidential Elections

A transformation of basic political priorities may be taking place in Western Europe. I hypothesize: (1) that people have a variety of needs which are given high or low priority according to their degree of fulfillment: people act on behalf of their most important unsatisfied need, giving relatively little attention to needs already satisfied—except that (2) people tend to retain the value priorities adopted in their formative years throughout adult life. In contemporary Western Europe, needs for physical safety and economic security are relatively well satisfied for an unprecedentedly large share of the population. Younger, more affluent groups have been formed entirely under these conditions, and seem relatively likely to give top priority to fulfillment of needs which remain secondary to the older and less affluent majority of the population. Needs for belonging and intellectual and esthetic self-fulfillment (characterized as “post-bourgeois” values) may take top priorities among the former group. Survey data from six countries indicate that the value priorities of the more affluent postwar group do contrast with those of groups raised under conditions of lesser economic and physical security. National patterns of value priorities correspond to the given nation's economic history, moreover, suggesting that the age-group differences reflect the persistence of preadult experiences, rather than life cycle effects. The distinctive value priorities imply distinctive political behavior—being empirically linked with preferences for specific political issues and political parties in a predictable fashion. If the respective age cohorts retain their present value priorities, we would expect long-term shifts in the political goals and patterns of political partisanship prevailing in these societies.

This paper develops several simple multivariate statistical models and applies them to explain fluctuations in the aggregate vote for the United States House of Representatives, over the period 1896-1964. The basic hypothesis underlying these models is that voters are rational in at least the limited sense that their decisions as to whether to vote for an incumbent administration depend on whether its performance has been “satisfactory” according to some simple standard. Because of data limitations, the analysis focuses on measures of economic performance, treating other aspects of an incumbent's performance, such as its handling of foreign affairs, as stochastic perturbations of the underlying relationship to be estimated. (Examination of residuals suggests this assumption is not unreasonable, at least during peacetime.) Possible effects of coattails from presidential races, of incumbency, and of secular trends in the underlying partisanship of the electorate are also taken into account. The models, estimated by maximum-likelihood methods, are found to be successful. Close to two-thirds of the variance in the vote series is accounted for, and the structural coefficients of the models are of the correct signs and of quite reasonable magnitudes. Economic growth, as measured by the changes in real per capita income, is the major economic variable; unemployment or inflation have little independent effect. Presidential coattails are also found to be of some importance.

Economic voting is generally regarded as a straightforward political demand for the amelioration of economic grievances. This assumption about motives underlies the implicit theories of politicians and the imputations of interests to voters in aggregate time series models. Several recent articles have argued that voting is not self-interested but a manifestation of “symbolic” preferences at the level of the collectivity. This article places the dispute between personal and collective decision referents into the broader perspective of a multi-stage model of information processing and decision making. Personal and collective decision referents are shown to define the poles of a continuum, and several hypotheses are derived to predict the relative weights assigned to each in the voter's calculus. The model is used in analyses of both the public's evaluations of incumbent economic management and economic voting in different electoral arenas by varying issue publics. Designed to maximize comparability with aggregate studies, this research includes both objective and subjective measures of economic conditions and indexes changes in personal conditions over time from panel data.