At the polls: continuing to explore voter psychology

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.