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Why Scotland voted No* Ailsa Henderson University of Edinburgh 
(*or why 45% of Scots voted Yes)
Scottish Referendum Study 
• 
Methodology 
• 
3 waves 
• 
Wave 1: 22 August-17 September (rolling cross section) 
• 
Wave 2: 22 September-ongoing 
• 
Wave 3: March 2015 
• 
Fieldwork: YouGov 
• 
Sample size: 4849 
• 
Who voted Yes and who voted No? 
• 
Demographics 
• 
Risk aversion, certainty and national identity 
• 
Risk perception and attitudes to change
Demographics I 
56 
47 
49 
72 
51 
46 
42 
59 
61 
44 
53 
51 
29 
49 
54 
58 
41 
39 
Women 
Men 
Scotland 
rUK 
oUK 
None 
Catholic 
CoS 
Other 
Sex 
Born 
Relg Den 
No 
Yes
Demographics: Age 
47 
47 
48 
52 
56 
69 
53 
53 
52 
48 
44 
31 
16-29 
30-39 
40-49 
50-59 
60-69 
+70 
Age 
No 
Yes
Demographics: How younger people voted 
52 
49 
40 
48 
51 
60 
16-17 
18-24 
25-29 
Age 
No 
Yes
Modelling vote choice: Demographics 
-1 
-0.8 
-0.6 
-0.4 
-0.2 
0 
0.2 
0.4 
0.6 
0.8 
1 
Income 
Social housing 
Born in Scotland 
Catholic 
Presbyterian 
Female 
Age
‘Yes’ voting by risk-willingness 
0% 
20% 
40% 
60% 
80% 
100% 
Not at 
all 
1 
2 
3 
4 
5 
6 
7 
8 
9 
Very 
Intending to vote 'Yes' 
How willing to take risks?
Modelling vote choice: Certainty and national identity 
-2 
-1 
0 
1 
2 
3 
4 
5 
6 
Like Salmond 
Scottish not British 
British not Scottish 
Certainty independence 
Risk tolerance
Risk Perception: Consequences 
If YES 
Yes 
No 
If NO 
Yes 
No 
Economy worse 
Weaker voice 
Join EU 
Keep pound 
Rich gap smaller 
Better off personally 
5.7 
11.3 
74.6 
87.8 
75.1 
46.3 
81.1 
82.4 
10.9 
24.2 
10.5 
3.5 
Spending cuts 
UK leave EU 
Benefit cuts 
Rich gap wider 
More powers 
85.1 
65.8 
77.4 
87.5 
10.4 
17.4 
44.0 
33.2 
28.9 
60.9
Modelling vote choice: Risk perception 
-4 
-3 
-2 
-1 
0 
1 
2 
3 
Personally better off 
Rich gap smaller 
Join EU 
Keep pound 
Weaker voice 
Economy worse 
If YES vote: 
Rich gap wider 
Benefits cut 
UK leaves EU 
Spending cuts 
More powers 
If NO vote:
More likely to expect further devolution 
0 
5 
10 
15 
20 
25 
30 
35 
40 
45 
week 1 
week 2 
week 3 
week 4 
More powers likely 
more powers unlikely
Impact of campaign on vote choice (week 1) 
-10 
-8 
-6 
-4 
-2 
0 
2 
4 
6 
8 
10 
Better off 
Rich gap smaller 
Join EU 
Keep pound 
Economy worse 
IF YES: 
Rich gap wider 
More powers 
If NO: 
Scottish not British 
Certainty consequences 
Social housing 
Female 
Presbyterian 
Age
Impact of campaign on vote choice (weeks 1 & 4) 
-10 
-8 
-6 
-4 
-2 
0 
2 
4 
6 
8 
10 
Better off 
Rich gap smaller 
Join EU 
Keep pound 
Economy worse 
IF YES: 
Rich gap wider 
More powers 
If NO: 
Scottish not British 
Certainty consequences 
Social housing 
Female 
Presbyterian 
Age
Extra data
Political interest 
0 
10 
20 
30 
40 
50 
60 
International politics 
UK politics 
Scottish politics 
Independence referendum 
Interest in Politics
Levels of political interest over the course of the campaign 
0 
10 
20 
30 
40 
50 
60 
70 
UK politics 
Scottish politics 
independence referendum 
Chart Title 
week 1 
week 2 
week 3 
week 4
Positive vs negative campaigning 
-4 
-3 
-2 
-1 
0 
1 
2 
3 
Personally better off 
Rich gap smaller 
Join EU 
Keep pound 
Weaker voice 
Economy worse 
If YES vote: 
Rich gap wider 
Benefits cut 
UK leaves EU 
Spending cuts 
More powers 
If NO vote:
If Scotland votes No: what do people want? 
0 
5 
10 
15 
20 
25 
30 
35 
40 
Power over new policy 
areas 
More power over existing 
areas 
More influence over 
central decision making
Where powers should lie 
0 
10 
20 
30 
40 
50 
60 
70 
80 
Energy 
Welfare benefits 
Pensions 
Tax levels 
Immigration 
Defence & foreign affairs 
% opting for UK/Scottish Parliament 
UK 
Scottish
Demographics II 
57 
50 
40 
45 
57 
47 
52 
51 
45 
52 
51 
52 
43 
50 
60 
55 
43 
53 
48 
49 
55 
48 
49 
48 
Owned 
Mortgage 
Social house 
Rent 
Middle 
Working 
Degree 
Non-degree 
1st q 
2nd q 
3rd q 
4th q 
Housing 
Class 
Educ 
Income 
No 
Yes

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Why Scotland voted No or why 45% of Scots voted Yes - Ailsa Henderson, University of Edinburgh

  • 1. Why Scotland voted No* Ailsa Henderson University of Edinburgh (*or why 45% of Scots voted Yes)
  • 2. Scottish Referendum Study • Methodology • 3 waves • Wave 1: 22 August-17 September (rolling cross section) • Wave 2: 22 September-ongoing • Wave 3: March 2015 • Fieldwork: YouGov • Sample size: 4849 • Who voted Yes and who voted No? • Demographics • Risk aversion, certainty and national identity • Risk perception and attitudes to change
  • 3. Demographics I 56 47 49 72 51 46 42 59 61 44 53 51 29 49 54 58 41 39 Women Men Scotland rUK oUK None Catholic CoS Other Sex Born Relg Den No Yes
  • 4. Demographics: Age 47 47 48 52 56 69 53 53 52 48 44 31 16-29 30-39 40-49 50-59 60-69 +70 Age No Yes
  • 5. Demographics: How younger people voted 52 49 40 48 51 60 16-17 18-24 25-29 Age No Yes
  • 6. Modelling vote choice: Demographics -1 -0.8 -0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8 1 Income Social housing Born in Scotland Catholic Presbyterian Female Age
  • 7. ‘Yes’ voting by risk-willingness 0% 20% 40% 60% 80% 100% Not at all 1 2 3 4 5 6 7 8 9 Very Intending to vote 'Yes' How willing to take risks?
  • 8. Modelling vote choice: Certainty and national identity -2 -1 0 1 2 3 4 5 6 Like Salmond Scottish not British British not Scottish Certainty independence Risk tolerance
  • 9. Risk Perception: Consequences If YES Yes No If NO Yes No Economy worse Weaker voice Join EU Keep pound Rich gap smaller Better off personally 5.7 11.3 74.6 87.8 75.1 46.3 81.1 82.4 10.9 24.2 10.5 3.5 Spending cuts UK leave EU Benefit cuts Rich gap wider More powers 85.1 65.8 77.4 87.5 10.4 17.4 44.0 33.2 28.9 60.9
  • 10. Modelling vote choice: Risk perception -4 -3 -2 -1 0 1 2 3 Personally better off Rich gap smaller Join EU Keep pound Weaker voice Economy worse If YES vote: Rich gap wider Benefits cut UK leaves EU Spending cuts More powers If NO vote:
  • 11. More likely to expect further devolution 0 5 10 15 20 25 30 35 40 45 week 1 week 2 week 3 week 4 More powers likely more powers unlikely
  • 12. Impact of campaign on vote choice (week 1) -10 -8 -6 -4 -2 0 2 4 6 8 10 Better off Rich gap smaller Join EU Keep pound Economy worse IF YES: Rich gap wider More powers If NO: Scottish not British Certainty consequences Social housing Female Presbyterian Age
  • 13. Impact of campaign on vote choice (weeks 1 & 4) -10 -8 -6 -4 -2 0 2 4 6 8 10 Better off Rich gap smaller Join EU Keep pound Economy worse IF YES: Rich gap wider More powers If NO: Scottish not British Certainty consequences Social housing Female Presbyterian Age
  • 15. Political interest 0 10 20 30 40 50 60 International politics UK politics Scottish politics Independence referendum Interest in Politics
  • 16. Levels of political interest over the course of the campaign 0 10 20 30 40 50 60 70 UK politics Scottish politics independence referendum Chart Title week 1 week 2 week 3 week 4
  • 17. Positive vs negative campaigning -4 -3 -2 -1 0 1 2 3 Personally better off Rich gap smaller Join EU Keep pound Weaker voice Economy worse If YES vote: Rich gap wider Benefits cut UK leaves EU Spending cuts More powers If NO vote:
  • 18. If Scotland votes No: what do people want? 0 5 10 15 20 25 30 35 40 Power over new policy areas More power over existing areas More influence over central decision making
  • 19. Where powers should lie 0 10 20 30 40 50 60 70 80 Energy Welfare benefits Pensions Tax levels Immigration Defence & foreign affairs % opting for UK/Scottish Parliament UK Scottish
  • 20. Demographics II 57 50 40 45 57 47 52 51 45 52 51 52 43 50 60 55 43 53 48 49 55 48 49 48 Owned Mortgage Social house Rent Middle Working Degree Non-degree 1st q 2nd q 3rd q 4th q Housing Class Educ Income No Yes