Maricela, a Republican, is running for Congress and challenging a Democrat who has held the office for over 10 years. Maricela focuses her campaign on a few key issues that polling indicates are of most concern within her district, and gives specific details about how she would approach these problems.

Maricela is targeting prospective voters: people who judge candidates by their plans and promises for the future. She focuses on issues that matter to people in her district and explains specifically how she would address them. Retrospective voters, by contrast, base their choice mainly on the incumbent’s past performance.

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