Political Choice in Britain uses data from the 1964 to 2001 British election studies (BES), 1992 to 2002 monthly Gallup polls, and numerous other national surveys conducted over the past four decades to test the explanatory power of rival sociological and individual rationality models of electoral turnout and party choice. Analyses endorse a valence politics model that challenges the long-dominant social class model. British voters make their choices by evaluating the performance of parties and party leaders in economic and other important policy areas. Although these evaluations may be largely products of events that occur long before an election campaign officially begins, parties’ national and local campaign activities are also influential. Consistent with the valence politics model, partisan attachments display individual- and aggregate-level dynamics that reflect ongoing judgements about the managerial abilities of parties and their leaders. A general incentives model provides the best explanation of turnout. Calculations of the costs and influence-discounted benefits of voting and sense of civic duty are key variables in this model. Significantly, the decline in turnout in recent elections does not reflect more general negative trends in public attitudes about the political system. Voters judge the performance of British democracy in much the same way as they evaluate its parties and politicians. Support at all levels of the political system is a renewable resource, but one that must be renewed.