The 3/2's Rule in Presidential Campaigning

The purpose of this article is to assess the effect of the winner-take-all feature of the Electoral College on the allocation of resources by candidates to the states in a presidential campaign. Conceptualizing the campaign as a two-person zero-sum infinite game, it is found that the main effect of this feature is to induce candidates to allocate campaign resources roughly in proportion to the 3/2's power of the electoral votes of each state, which creates a peculiar bias that makes voters living in the largest states as much as three times as attractive campaign targets as voters living in the smallest states. Empirically, it is shown that the 3/2's rule explains quite well the time allocations of presidential and vice-presidential candidates in the 1960, 1964, 1968, and 1972 campaigns; for presidential campaigns in 1976 and 1980, optimal allocations are indicated for all fifty states and the District of Columbia. A comparison with optimal allocations under a system of direct popular-vote election of the president reveals that such a system would be less susceptible to manipulative strategies than the Electoral College as well as being compatible with the egalitarian principle of “one man, one vote.”