Candidates and Parties in Congressional Elections

The 1978 CPS national election study, which includes many new questions about congressional candidates, is analyzed to discern what voters know about congressional candidates and why House incumbents are so successful at getting reelected by wide margins. Scholars have underestimated the level of public awareness of congressional candidates, primarily because of faulty measures. Voters are often able to recognize and evaluate individual candidates without being able to recall their names from memory. Incumbents are both better known and better liked than challengers, largely because they have the resources enabling them to communicate with their constituents frequently and directly. Yet the seriousness of the challenger is equally important for understanding the advantages of incumbency and why incumbency is less valuable in the Senate than in the House. Finally, public assessments of the president provide a national dynamic to congressional voting, but the effect is modest compared to the salience of the local choices.