Hometown Advantage: Voter Preferences for Community Embeddedness in Local Contests

Every year, Americans elect hundreds of thousands of candidates to local public office, typically in low-attention, nonpartisan races. How do voters evaluate candidates in these sorts of elections? Previous research suggests that, absent party cues, voters rely on a set of heuristic shortcuts – including the candidate’s name, profession, and interest group endorsements – to decide whom to support. In this paper, we suggest that community embeddedness – a candidate’s roots and ties to the community – is particularly salient in these local contests. We present evidence from a conjoint survey experiment on a nationally representative sample of American voters. We estimate the marginal effect on vote share of candidate attributes such as gender, race, age, profession, interest group endorsements, and signals of community embeddedness – specifically homeownership and residency duration. We find that voters, regardless of political party, have strong preferences for community embeddedness. Strikingly, the magnitude of the residency duration effect rivals that of prior political experience.