An original account of why individuals choose one party over another, and why elections are won or lost in Britain.

Paul Whiteley is Professor of Government at the University of Essex.

1. The politics of affluence and austerity; 2. Tony's politics: prosperity and performance; 3. Gordon's politics: economic crisis and political change; 4. 'I agree with Nick': campaigning for change in 2010; 5. Making political choices: 2010; 6. Bearish Britain: the Coalition in power; 7. Choosing how to choose: the AV ballot referendum; 8. Performance politics and subjective well-being; 9. Valence politics, austerity policies and electoral prospects; Appendix A. Structure of the 2010 British Election Study; Appendix B. Measurement.