- Voting is now much influenced by the opinions of the voters - 'judgemental voting'. Can be judgements about issues, ideologies, images, personal economic prospects, party leaders.
- Economy still seen to be the most important as reflected in opinion polls. More happy to re-elect if economy is good. Case in 2001, strong economy and feel good factor. But 2010 recession Labour not re-elected. 29% Voters felt Cons had best economic policy.
- However, not always…
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