At the polls: continuing to explore voter psychology

Aron O’Cass*, Rajan Nataraajan

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

8 Citations (Scopus)


In this study, the authors attempt to add to existing knowledge on voter psyche during elections by examining the roles of voter concern and voters' desire to “keep up to date,” both of which have hitherto not been studied in this context. The analysis of data collected during a specific election in Australia reveals significant relationships with several well known psychological factors. The authors discuss these findings in the context of political marketing and furnish directions for future research.

Original languageEnglish
Pages (from-to)67-81
Number of pages15
JournalJournal of Political Marketing
Issue number2
Publication statusPublished - 1 Mar 2003
Externally publishedYes


  • Confidence
  • Decision making
  • Satisfaction
  • Voter involvement
  • Voter psychology

Fingerprint Dive into the research topics of 'At the polls: continuing to explore voter psychology'. Together they form a unique fingerprint.

Cite this