Does placing a Latino candidate on the ticket mobilize Latino voters? Until recently, much of the research on political participation has resisted the idea that Latino voters rely on ethnic cues. The discussion has become increasingly salient as political strategists have learned to define individual voting blocs and mobilize them in support of a candidate. Nourished by the debate over immigration, the search for the Latino voter has now blossomed into a national political obsession. Against this background, Matt Barreto assays the influence of ethnic identification on Latinos' voting behavior. Barreto asks whether the presence of co-ethnic candidates actually does mobilize Latino voters in support of these candidates. His analysis of in-depth candidate interviews, public opinion surveys, official election results, and statistics finds that it does. He goes on to describe the dynamic of voting in the Latino community and sharpens our appreciation of how ethnic considerations influence the electoral choices of Americans more generally. In a time of intensely focused campaign appeals, Barreto's work has much to tell us about the mechanics of public opinion and the role of race and ethnicity in voting behavior.