Contextual Models of Electoral Behavior: The Southern Wallace Vote

Many studies have sought to investigate contextual influences on individual electoral behavior using aggregate data. The shortcomings of this approach are discussed, focusing on the relationship between black concentration and southern white support for George Wallace for president in 1968. Through combining aggregate and individual-level data and comparing a series of models, black concentration is found to increase white support for Wallace. Intraregional differences in the relationship between white support for Wallace and local black concentration are equalized when contextual influences at the state level are brought into the analysis. Black concentration contextual effects are independent of those of urbanization, education, or residence in Wallace's home state of Alabama. Relative primary group support for Wallace and relative issue proximity to Wallace are then shown to be the intervening variables linking contextual characteristics and electoral choice.