Are swing voters as crucial as they are made out to be?
"The important factor is not where voters’ inclinations started out, but the fact that their inclinations were changed at all. The act of persuading a swing voter has traditionally been thought of as moving a given voter from more likely to vote against a given candidate to more likely to vote for him—say from 55 percent likely to vote against to 55 percent likely to vote for. But it could also mean moving that voter from somewhat likely to vote for a candidate to very likely to support that candidate (say from 55 percent likelihood to 65 percent)—or, for that matter, from very likely to almost certain (65 percent to 75 percent). All three of these examples are mathematically equivalent—and it makes sense to think of them all as swing voters."
- Rut Teixeira, Why There Are Many More Swing Voters Than You Think
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