Assimilation and Contrast of Presidential Candidates'Issue Positions, 1972

Voter assimilation, the tendency to exaggerate the similaritybetween their favored candidate's position on issues and theirown position, and contrast, the tendency to exaggerate the distancebetween their nonpreferred candidate's position on issues andtheir own position, were examined in the University of MichiganCenter for Political Studies 1972 national election study. Significantassimilation effects were found on all nine issues considered,for both McGovern and Nixon voters, replicating and extendingfindings for the Vietnam issue in 1968 election data. Contrasteffects occurred primarily on issues which polarized the electorateand on which the candidates were viewed as distinct. Assimilationwas enhanced both by party identification and by attractionto preferred candidate. These moderators did not uniformly enhancecontrast