Congressional campaign effects on candidate recognition and evaluation

Abstract

To date, most congressional scholars have relied upon a standard model of American electoral behavior developed in the presidential setting. This research extends our knowledge of Congressmen's incumbency advantages and their sources. Candidate preference is viewed as a function of the relative recognition and evaluation of incumbents and their challengers, as well as of Democrats and Republicans. In the recognition model, contact with voters and media effects are quite important, but there is no direct role for party identification. Evaluation is a function of personal contact and party identification, and media variables are insignificant. Relative recognition, relative evaluation, and party identification are three important predictors of candidate preference, and incumbency itself adds little beyond what is contained in incumbent recognition and evaluation advantages.