Voting in a Multi-dimensional Space: A Conjoint Analysis Employing Valence and Ideology Attributes of Candidates

Most formal models of valence competition add a single, separable and unweighted component to the standard one-dimensional utility function of voters. This article presents the results of a conjoint analysis experiment in which respondents were asked to choose between two candidates whose profiles vary along five attributes. Four of these traits behave like valence or policy issues as expected, but one, which has been employed in recent formal and empirical works, does not. Moreover, policy and valence are not separable. They interact at least in some cases, taking a competency form whereby the marginal impact of valence on voters’ choice is conditional on candidates’ policies. This result lends support to recent studies that have found more extensive valence voting under ideological convergence. Finally, policy trumps valence in awkward choices. Respondents even prefer corrupt candidates with similar policy views to honest ones with different opinions, despite integrity being declared the most important attribute.