|Abstract:||Electoral environments in democracies are complex. One of the key tools voters use to simplify the information environment in elections is the party-label heuristic. However, party labels themselves change and with considerable frequency. Therefore, this dissertation investigates the consequences of party-label changes for voters’ information, partisan identities, and corresponding behavior. As a result, this dissertation makes a series of contributions to our understanding of voter decision-making and partisanship. First, I create an original dataset of party-name changes across 43 democracies from 1990-2017, allowing scholars to quantify instances of party relabeling. Second, using these data paired with electoral surveys, I demonstrate that party relabeling limits the information voters have about the party, alters their voting considerations, and is associated with decreased levels of partisanship to such parties. Third, using a case study in Germany, I demonstrate that changes as innocuous and a party relabeling itself alters how that party’s followers see themselves, other parties, and even limits their willingness to engage with political actors. Fourth, I use the same case in Germany to highlight that parties can opt for new names that include informative signals, thereby improving voters’ knowledge about them. Finally, I contend that voters may come to rely on different heuristics when party labels are no longer reliable information shortcuts, pointing to party leaders as an alternative heuristic. In doing so, I develop two new measures to capture how voters view the "typicality" of party leaders vis-a-vis the party and the level of attachment voters express toward leaders over the party, expanding our extant understanding of partisanship and personalization.