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Studies linking election outcomes to economics frequently assume that the economy’s salience is constant. This study shows that the economy’s salience systematically fluctuates. The number of voters focused on economic issues shifted dramatically throughout the 2008 campaign as the recession worsened and this change occurred well before the financial markets collapsed in September 2008. However, even during the recession substantial numbers of individuals said their vote was based on non-economic issues and for these individuals there was no relationship between their assessment of the economy and their electoral choice. Consistent with extant theories of issue attention, citizens who were the hardest hit by the recession and those who had the most anxiety about suffering a financial dislocation in the future were most likely to consider economic performance electorally important while secure voters were less likely to be economic voters. [Copyright &y& Elsevier]