A micromodel of voter choice: Understanding the dynamics of Australian voter characteristics in a federal election

✍ Scribed by Aron O'Cass

• Book ID: 102489632
• Publisher: John Wiley and Sons
• Year: 2002
• Tongue: English
• Weight: 171 KB
• Volume: 19
• Category: Article
• ISSN: 0742-6046
• DOI: 10.1002/mar.10051

✦ Synopsis

Abstract

This study focuses on applying consumer‐behavior theory to understand voter characteristics and electoral behavior. The focus is on developing a micromodel that incorporates demographics, voter involvement, political opinion leadership, political knowledge, confidence, and satisfaction. The study was undertaken in an election in Australia for a Federal Lower House of Representatives Seat. Data were gathered from a sample of registered voters, with the results showing strong support for the theory developed. The results indicated strong influences for demographics on voter involvement, resulting in 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. The findings have significant implications for political marketing and voter‐behavior research. © 2002 John Wiley & Sons, Inc.