The Multiple-Matching Perspective on Value Versus Identity: Investigating How Political Ideology and Party Identity Contribute to Citizens’ Support for Political Candidates

Past studies on how political value (i.e., ideology) and identity (i.e., party identity) predict support for candidates often fail to consider both the perspectives of citizens and candidates, introducing omitted variable problems. To address them, this paper introduces the multiple matching perspective, which considers how citizens’ ideology and political identity are matched (i.e., moderated) by a candidate’s ideology and party affiliation. Four studies using this approach reveal: 1. The effect of ideology match is large, robust, and consistent. 2. candidates’ ideology plays more role than candidates’ party identity except during the final stage of a presidential race. 3. Citizens’ party identity can guide them to support a candidate based on the candidate’s ideology (Republicans will support conservatives), but it is less so for the reverse of it (conservatives do not always support Republicans). Therefore, this approach helps theory-building in political psychology by uncovering novel effects of ideology and partisanship.