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The dynamics of voter behavior and influence processes in electoral markets: A consumer behavior perspective
journal contributionposted on 2023-05-17, 05:17 authored by O'Cass, AG, Pecotich, A
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.
Publication titleJournal of Business Research
PublisherElsevier Science Inc
Place of publication360 Park Ave South, New York, USA, Ny, 10010-1710
Rights statementThe definitive version is available at http://www.sciencedirect.com