Voter choice: a study of decision confidence and satisfaction
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Understanding the dynamics of voter behaviour has been an area of interest to consumer researchers and marketers for sometime. This study focuses on specific issues related to voter behaviour via a study of voters in an Australia State election. Data were gathered from 159 voters using a survey administered using a drop off and pick-up. The results indicate that voter concern and involvement play a significant role in voter confidence and their desire to keep up to date during elections.
Proceedings of the Australian and New Zealand Marketing Academy Conference
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