Voters will make a decision on what party will best benefit themselves and their family. Votes influenced by party salesmanship, such as track record, campaign and manifesto.
Governing Competence
Voters make a judgement on the competency of a government.
Both the governing and opposition parties need to appear competent.
'The government wins or loses elections'
Economic Voting
People are likely to vote for the party they think will deliver the best economy.
Ability to provide jobs.
Control interest and tax.
Presidentialism
Some claim that UK politics has undergone 'presidentialism', the leaders of parties are more important than the party itself.
Charismatic leaders are more likely to win elections. E.g, Blair vs Major.
