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Recent British Election Studies have asked respondents to nominate ‘the most important issue’. Responses to this question have been used to explain individual vote decisions and characterise the issue-component of those elections. This paper, however, finds limited evidence that individuals place more weight on those issues that they report as ‘most important’ when they vote. It also finds that aggregate responses to the MII question broadly match the estimated ‘average’ impact of those issues on voters. This suggests that even if voters have a limited understanding of what issues matter to themselves they have some understanding of what makes their fellow voters tick.
