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This article considers the extent to which political parties can use direct democratic reforms as an effective tool for reshaping political behavior. It investigates the interaction between behavioral and institutional changes associated with recent German extensions of direct democracy and intra-party democracy. The examination finds clear links between individual participation preferences and the evolution of the institutional framework: parties promoted reforms in hopes of making `conventional', electorally orientated political participation more appealing to citizens who were increasingly attracted by `unconventional' political outlets. The parties were less successful in using institutional design to achieve specific modifications in patterns of political participation.