Levels of Conceptualization and Reliance on the Liberal-Conservative Continuum

This article examines the degree to which people at different levels of conceptualization use the liberal-conservative continuum to organize their thinking about political candidates. The analysis uses weighted multidimensional scaling, and the results show that 1980 candidate evaluations are based upon two evaluative dimensions. However, the levels do vary systematically: The higher levels--ideologues and near ideologues--rely more heavily on the liberal-conservative dimension and also display a more systematic structure in their candidate perceptions than the other levels. These empirical results are fully consistent with the substantive theory underlying the levels of conceptualization.