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| Author: | O'Cass, A. |
| Title: | A Micromodel of Voter Choice: Understanding the Dynamics of Australian Voter Characteristics in a Federal Election |
| Journal: | Psychology & Marketing
2002 : DEC, VOL. 19:12, p. 1025-1046 |
| Index terms: | CONSUMER BEHAVIOUR VOTING POLITICS ELECTIONS AUSTRALIA |
| Language: | eng |
| 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. |
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