A multidimensional analysis of the 1976 presidential campaign

Abstract

This article examines the 1976 presidential election campaign through the use of metric multidimensional scaling. Attitudes of a 20‐subject panel were measured weekly for a period of 12 weeks. A series of direct pair comparisons were made among the issues, political parties, candidates, candidate attributes, and the self. Results indicate that (1) voters' attitudes toward the candidates, issues and parties stabilized after the election, (2) the first two debates were the most important events of the campaign, and (3) their greatest effects were felt with a lag of between one and two weeks after the events.