TY - JOUR
T1 - The dynamics of voter behavior and influence processes in electoral markets
T2 - A consumer behavior perspective
AU - O'Cass, Aron
AU - Pecotich, Anthony
PY - 2005/4
Y1 - 2005/4
N2 - 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.
AB - 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.
KW - Consumer behavior
KW - Opinion leadership
KW - Voter behavior
UR - http://www.scopus.com/inward/record.url?scp=11244356746&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2003.08.003
DO - 10.1016/j.jbusres.2003.08.003
M3 - Article
AN - SCOPUS:11244356746
SN - 0148-2963
VL - 58
SP - 406
EP - 413
JO - Journal of Business Research
JF - Journal of Business Research
IS - 4
ER -