Often political candidates position themselves as "outsiders," not part of the establishment. These candidates assume that voters have a negative attitude toward incumbent politicians (i.e., those currently in office). Describe three components of attitudes voters might have toward incumbent politicians.

Incumbent Politicians

Refers to officials who currently hold a position or office in a governmental body.

Negative Attitude

A tendency to view situations, objects, or people in an unfavorable or pessimistic light, which can influence decision-making and behavior patterns.

Position Themselves

The strategy used by companies to define their market standing or niche, distinguishing themselves from competitors.