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| Author: | Schiffman, L. G. Sherman, E. Kirpalani, N. |
| Title: | Trusting Souls: A Segmentation of the Voting Public |
| Journal: | Psychology & Marketing
2002 : DEC, VOL. 19:12, p. 993-1008 |
| Index terms: | SEGMENTATION POLITICS VOTING ANALYTICAL REVIEW |
| Language: | eng |
| Abstract: | When a 30-year decline in the American voters' trust of political office holders and the election process is contrasted to their enduring trust of the democratic form of government, there is strong confirmation of the need to take a multidimensional approach in measuring political trust. To this end, a segmentation scheme based on two well-established political trust measures is proposed. There were no meaningful differences between the two segments when it came to giving or raising funds, or campaigning for a candidate or political party. However, when it came to voting-related decision making, the results suggest that dual-trusting individuals were significantly more likely to spend more than a little time considering how they were going to vote for President, U.S. Senate, and on particular political issues. |
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