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Heuristics, Heterogeneity and Green Choices Voting on California’s Proposition 23*

Ballot initiatives and referendums are increasingly popular methods for addressing important political issues. Studies of voting in these events has found that people rely on party leader and candidate image heuristics when deciding how to cast their ballots. Some analysts have argued that these effects are heterogeneous, being larger for people with lower levels of political knowledge. However, research in experimental economics and political psychology suggests that the impact of heuristics may be greater among more knowledgeable individuals. This paper investigates these rival hypotheses using survey data on voting in a ballot initiative to repeal California’s climate change legislation. Analyses using methods appropriate for studying interaction effects in nonlinear multivariate models demonstrate that candidate heuristics are stronger among more knowledgeable people.