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By Lynn Vavreck

The economic climate is so strong in picking out the result of U.S. presidential elections that political scientists can are expecting winners and losers with notable accuracy lengthy prior to the campaigns commence. but when it truly is precise that "it's the financial system, Stupid," why do incumbents in solid economies occasionally lose? the explanation, Lynn Vavreck argues, is that what issues is not only the country of the financial system yet how applicants react to it. via demonstrating extra accurately than ever sooner than how applicants and their campaigns have an effect on the commercial vote, The Message Matters presents a strong new manner of figuring out earlier elections--and predicting destiny ones.

Vavreck examines the previous sixty years of presidential elections and gives a brand new idea of campaigns that explains why electoral victory calls for greater than easily being the candidate favorite by means of winning fiscal stipulations. utilizing info from presidential elections due to the fact 1952, she finds why, while, and the way crusade messages make a difference--and once they can outweigh fiscal predictors of election outcomes.

The Message Matters does greater than express why applicants preferred by means of the financial system needs to construct their campaigns round financial messages. Vavreck's conception additionally explains why applicants deprived via the economic climate needs to try and concentration their elections on noneconomic matters that meet exacting criteria--and why this is often so challenging to do.

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