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.