Misleading ballot position cue: Party voting in Korea's nonpartisan local elections

Abstract

In this study, I present evidence that ballot order can provide a misleading cue to voters. In South Korea, nonpartisan municipal legislative elections were held concurrently with other partisan local elections until 2002. The ballot order of the candidates running in nonpartisan elections was randomly determined, whereas it was determined according to a party's number of seats in the national legislature for candidates running in partisan elections. Therefore, if voters are fully informed, the vote share for the candidate listed first in the nonpartisan ballot should not be correlated with the vote share for the party listed first on the partisan ballot. However, I find that the vote share for a first-listed candidate increases when the first-listed party's vote share increases. I also find that the presence of an incumbent does not significantly reduce the degree to which voters mistakenly use ballot position as a party cue.