The dynamics of voter behavior and influence processes in electoral markets

A consumer behavior perspective

Aron O'Cass*, Anthony Pecotich

*Corresponding author for this work

Research output: Contribution to journalArticle

56 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)406-413
Number of pages8
JournalJournal of Business Research
Volume58
Issue number4
DOIs
Publication statusPublished - Apr 2005
Externally publishedYes

Keywords

  • Consumer behavior
  • Opinion leadership
  • Voter behavior

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