Pitting prime minister cues with party cues in a multiparty system: a survey experiment in Japan

Motivated by a previous finding that single-party cues have no effect in Japan and by the increasing ‘presidentialization’ of Japanese politics, the present study examined whether the use of prime minister cues in place of single-party cues helps Japanese voters form policy preferences. In addition, to probe the effect of party cues that are unique to multiparty systems, the effect of multiple-party cues, which indicate that a policy is supported by multiple rather than single ideologically distinct parties, was investigated. The results of a survey experiment showed that while prime minister cues are not utilized by the supporters of incumbent parties, the supporters of opposition parties demonstrated significantly reduced approval of a policy when there was an indication that the prime minister supported it. The effect of prime minister cues on opposition supporters was stronger than that of Liberal Democratic Party cues, suggesting that leader cues are effective in Japan. Furthermore, a cue indicating that ideologically distinct parties support a policy enhances approval for that policy among the public, which suggests that multiple-party rather than single-party cues are informative in multiparty systems. Theoretical implications are discussed.