A micro-model that focuses on political opinion leadership within an extended nomological network is developed and tested. Data were gathered from a sample of voters in an election. The results indicate that political opinion leadership played a central role in the voting behavior. Key antecedents to opinion leadership were voter involvement, subjective knowledge, and indirectly, information seeking behavior. Important consequences were voting stability, perceived risk and political satisfaction.
Bibliographical noteCo-published simultaneously in: Journal of Nonprofit and Public Sector Marketing 14(1-2), 2005 pp.285-307; and Current Issues in Political Marketing, edited by Walter W. Wymer, Jr. and Jennifer Lees-Marshment (2005). New York: Best Business Books, pp. 285-307.
- political opinion leadership