A study of voter psychology
Abstract
This study focuses on applying consumer behaviour theory to understand voters’ electoral
behaviour. The focus is on developing a micro-model that incorporates voter involvement,
political opinion leadership, political knowledge, confidence and risk. The study was
undertaken in a by-election in Australia for a Federal House of Representatives Seat. Data
were gathered from a sample of registered voters. The results show a significant influence of
involvement on political opinion leadership. Political opinion leadership was also shown to
influence subjective voter knowledge and knowledge impacting on voter decision confidence.
The findings also confirmed a strong difference in voter satisfaction depending on voter
involvement.
Conference Title
Proceedings of the Australian and New Zealand Marketing Academy Conference
Publisher URI
Copyright Statement
© The Author(s) 2002. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).