Electoral System Incentives for a Party-Serving Personal Vote: How Can High Personalization Occur under PR?

Candidate-centric campaigns are most likely to occur when electoral system incentives to personalize do not conflict with party-based incentives. Then it makes sense for candidates to use any campaign mean to improve their chances to win a seat while also helping the party win more seats and increasing their standing within the organization. The Romanian electoral system uniquely combined mechanisms that enabled all three motivations for almost all candidates. Our analysis of the degree and determinants of personalization in the 2012 parliamentary elections illustrates that electoral system incentives were key factors driving campaign personalization as a party-congruent rather than adversarial campaign strategy.