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| Tekijä: | Cwalina, W. Falkowski, A. Newman, B.I. |
| Otsikko: | Towards the development of a cross-cultural model of voter behavior: Comparative analysis of Poland and the US |
| Lehti: | European Journal of Marketing
2010 : VOL. 44:3/4, p. 351-368 |
| Asiasana: | marketing elections voting individual behaviour consumer behaviour cognition cross-cultural studies models Poland USA |
| Kieli: | eng |
| Tiivistelmä: | This paper aims to reinterpret and test empirically Newman's model of voter's choice behaviour (here as: v-b.) with three elements influencing the choice of a given candidate (as: cnd.): the media's role in the election, cognitive reasons to vote for, and emotional feelings toward the cnd. Based on data from Polish and U.S. 2000 presidential elections and using the methodology of structural equations modelling, the key factor in influencing v-b. is evoking positive emotions towards the cnd. and providing voters with a justification for such affect. This is especially applicable in an evolving democracy like Poland, while in an established democracy like the USA, voters have already learned to more carefully analyze messages from presidential campaigns, being more resistant to the unconscious power of affect. |
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