Data from a series of surveys of voters in the Midwest, conducted during the 1976 presidential election campaign, were used to explore the effects of the campaign in relation to when people decided for whom to vote. A second purpose was to consider the adequacy of the traditional dichotomous model of voters: people who make up their minds early…

Identifies a substantial percentage of voters as "campaign deciders." Shows that these voters were low in partisanship during the 1976 presidential campaign, attended closely to the campaign, and voted according to campaign-specific perceptions. Contrasts these voters with "precampaign and last-minute deciders," who voted mainly on the basis of…