The familiar image of rational electoral choice has voters weighing the competing candidates' strengths and weaknesses, calculating comparative distances in issue space, and assessing the president's management of foreign a¤airs and the national economy. Indeed, once or twice in a lifetime, a national or personal crisis does induce political thought. But most of the time, the voters adopt issue positions, adjust their candidate perceptions, and invent facts to rationalize decisions they have already made. The implications of this distinction-between genuine thinking and its day-to-day counterfeit-strike at the roots of both positive and normative theories of electoral democracy.The primary use of party is to create public opinion. -Philip C. Friese (1856, 7) Cognitive Consistency, Partisan Inference, and Issue Perceptions 1The rise of scholarly interest in "issue voting"in the 1960s and '70s prompted concern about the implications of partisan inference for statistical analyses of the relationship between issue positions and vote choices. The spatial theory of voting (Downs 1957; Enelow and Hinich 1984) cast "issue proximity" as both the primary determinant of voters'choices and the primary focus of candidates'campaign strategies. The proliferation of issue scales in the Michigan (later, National Election Study) surveys provided ample raw material for naïve regressions of vote choices on "issue proximities" calculated by comparing respondents' own positions on these issue scales with the positions they attributed to the competing candidates or parties. The ambiguity inherent in empirical relationships of this sort was clear to scholars of voting behavior by the early 1970s. Brody and Page (1972) outlined three distinct interpretations of the positive correlation between "issue proximity" and vote choice. The …rst, "Policy Oriented Evaluation," corresponds to the conventional interpretation of issue voting -prospective voters observe the candidates'policy positions, compare them to their own policy preferences, and choose a candidate accordingly. The second, "Persuasion,"involves prospective voters altering their own issue positions to bring them into conformity with the issue positions of the candidate or party they favor.The third, "Projection," involves prospective voters convincing themselves