By Richard R. Lau
This publication makes an attempt to redirect the sphere of balloting habit learn by means of offering a paradigm-shifting framework for learning voter determination making. An cutting edge experimental method is gifted for purchasing 'inside the heads' of electorate as they confront the overpowering rush of knowledge from sleek presidential election campaigns. 4 wide theoretically-defined different types of determination techniques that citizens hire to aid make a decision which candidate to aid are defined and operationally-defined. person and campaign-related components that lead citizens to undertake one or one other of those concepts are tested. most significantly, this examine proposes a brand new normative concentration for the clinical examine of vote casting habit: we should always care approximately not only which candidate bought the main votes, but in addition what percentage voters voted safely - that's, based on their very own fully-informed personal tastes.
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Additional resources for How Voters Decide: Information Processing in Election Campaigns
We take no credit for the underlying psychological theory, as there is a well-developed literature on behavioral decision theory (BDT) upon which we rely. However, it is the application of this theory to voting that is at the core of our argument. Voting is about information, and thus understanding how people acquire and use information in making vote decisions is critical. Behavioral decision theory guides the process-oriented voting framework we present in the beginning of Chapter 2 and the new measures we will use to test it.
In contrast, behavioral decision theory takes as its primary goals both a description and an understanding of how people actually make decisions. Every study of real-world decision making has shown that rarely are all alternatives known, all outcomes considered, or all values evoked at the same time, as is presumed by the rational choice approach. People generally settle for alternatives that are “good enough” rather than seek out the value-maximizing alternative, no matter what constraints they are working under.
By their very nature, surveys are snapshots of public opinion at a particular point in time, and thus not well suited to explicating the process of information search and decision making that must occur over time. Thus, political scientists who have (implicitly, at least) adopted a Model 2 view of voter decision making have said little about how information is gathered, and it is up to us to flesh out the information search and decision making aspects of the model a bit more. The information gathering of Model 2 voters is clearly envisioned as largely a passive (media-driven) process, but the one big exception is that voters should try to learn a candidate’s party affiliation as soon as possible.