The dynamics of voter behavior and influence processes in electoral markets: a consumer behavior perspective

Title: The dynamics of voter behavior and influence processes in electoral markets: a consumer behavior perspective
Creator: O'Cass, Aron; Pecotich, A.
Relation: Journal of Business Research Vol. 58, no. 4, p. 406-413
Publisher: Elsevier Science
Resource Type: journal article
Date: 2005
Description: Consumer behavior theory is applied to voter behavior in the electoral context, and a model that focuses on perceived risk, voter involvement, and political opinion leadership (OL) is developed and tested. Data were gathered from a sample of 240 registered voters in Australia. The results show that perceived risk, voter involvement, and political OL played a central role in the voting process. The results also indicate that OL is influenced by voter involvement, perceived risk, and subjective knowledge. Further, the results show that satisfaction and voting stability are important consequences of OL. The significance of these findings to electoral marketing is discussed.
Subject: consumer behavior; voter behavior; opinion leadership; information; product; involvement; opinion; decision; search; model
Identifier: http://hdl.handle.net/1959.13/25311
Identifier: uon:426
Identifier: ISSN:0148-2963
Language: eng
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