Heterogeneity in models of electoral choice

Heterogeneity or the presence of a variety of decision rules in a population has usually been ignored in voting research. A method for handling heterogeneous preferences using rank-order data is developed and applied to a simple issue-voting model. The estimated average effect of partisanship is substantially higher when the assumption of homogeneity is relaxed, though many self-identified partisans also use ideological criteria to evaluate candidates and many independents rely on partisan criteria.