A Micromodel of Voter Choice: Understanding the Dynamics of Australian Voter Characteristics in a Federal Election

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. The findings also confirmed a strong difference in voter satisfaction depending on voter involvement. The findings have significant implications for political marketing and voter-behavior research