Does mainstream populism work? Populist rhetoric and the electoral fortunes of mainstream parties

Much work is concerned with the effects of mainstream parties accommodating the positions of populist radical right parties. Little is known about the role of political rhetoric in mainstream party responses to radical right challengers though. This is a significant gap given the evident shifts in mainstream party discourse across European democracies. Using a pre-registered survey experiment in Germany, I analyze how voters react when mainstream parties engage in populist rhetoric and adopt radical right issue positions. Theoretically, I propose that voters, particularly those with populist attitudes, may use populist rhetoric as a heuristic when evaluating parties. I find that, in line with spatial theories of voting, voters penalize or reward mainstream parties based on their adoption of radical right positions, but that the use of populist rhetoric does not significantly impact voter evaluations. These findings demonstrate the relevance of programmatic party strategies in mainstream-challenger competition and cast doubt on the effectiveness of populist rhetoric.