RATIONAL

• a focus on the individual image means that candidates are keen to reflect voter preferences such as career experience, family values and faith etc during campaigns
• in the USA where party dominance is weak, voters tend to back a specific political candidate rather than the parties - leads to polarised campaigning
• as personalities are important to US voters, politicians may see it as in their own political interest to align with strong political candidates and be rewarded by their association regardless of whether they agree with their views
• US mid states where protestant christianity plays an important role in social life, very clearly influences views on political issues such as abortion and so are more likely to vote for republicans
• in the UK, voter turnout has been declining in recent years which may be seen as a rational choice by voters who do not see any point in voting due to FPTP providing less choice
• Voters in swing states may feel a greater sense of importance as their votes can have a significant impact on the overall result
• we can use the theory to analyse voter behaviour as voters and candidates are considered rational actors who vote to maximise their own goals
• political parties in the UK have an interest in winning so they will seek to increase their chances of being elected by creating manifestos which appeal to a broad range of voters and avoid controversial issues or radical positions which may alienate swing voters