The undecided voters and the economy: Campaign heterogeneity in the 2005 British general election

Research and conventional wisdom suggest that undecided voters are especially prone to campaign persuasion. Little has been done, however, in the way of uncovering the decision pathways followed by these voters. In this paper we seek to assess the undecided voters’ alleged campaign susceptibility and, most importantly, to explore which campaign considerations inform their final voting decisions. Our central finding is that their behaviour is driven to a larger extent by economic performance and less by leadership or other valence evaluations. This finding has important implications for parties’ campaign strategies in an era where the ranks of undecided voters are steadily expanding from one election to the other.