THe blog Flopping Aces has this attack on the recent decision of the Nevada Tea Party to get itself on the ballot and run a candidate for U.S. Senate. The logic of Flopping Aces is familiar; the same argument has been repeated in other publications for decades. The writer assumes that all voters already have a pre-determined ideology, and he also assumes that campaigns do not change the minds of any voter.
Therefore, this line of thinking says that it is always a mistake for two parties that both represent the same ideology to ever be on the ballot, because they will split the vote of that ideological bloc.
In reality, social science research shows that only a minority of voters have a pre-determined ideology that determines their votes. Furthermore, such research shows that having a third choice can sometimes help one of the other two choices that is most similar to the third choice.
“Predictably Irrational”, a recent best-seller by Dan Ariely, features research in which someone is confronted with three choices, and must choose only one. If two of the choices are quite similar to each other, but one of those two is obviously superior to the other similar one, then that superior choice gains an advantage, in its competition with the choice that is different from the other two.
The Nevada Tea Party campaign for U.S. Senate may have the opposite effect of what Flopping Aces predicts. The Nevada Tea Party candidate might make some persuasive points about public policy, which would influence the thinking of some voters who didn’t have any particular ideological disposition. Then, in the voting booth, that voter might be moved to vote for the Republican nominee, because he or she perceives an agreement with both the Republican and the Tea Party candidate, and feels the Republican nominee is the superior choice between those two. Yet without the Tea Party campaign, the voter have missed the exposure to those ideas, and might have voted for the Democrat.