'Choice based models of political behaviour take centre stage in this book where the analysis of the 2005 election is embedded into a rich discussion of political attitudes and preferences of the British public. The authors develop, test and demonstrate how 'valence politics' theory significantly contributes to explaining turnout, party choice and civic involvement in the UK and abroad. The reader will enjoy a masterly blend of analytical theorising and rigorous empirical testing which shows how advanced modelling sheds light on controversial issues. A rewarding read for scholars of UK and comparative political behaviour.' Paolo Bellucci, Italian National Election Study, University of Siena