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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
How Voters Decide: Information Processing During Election Campaigns

How Voters Decide: Information Processing During Election Campaigns

Lau, Richard R.
Redlawsk, David P.

Paperback

Series: Cambridge Studies in Public Opinion and Political Psychology

General Political ScienceUnited States Politics

ISBN10: 052161306X
ISBN13: 9780521613064
Publisher: Cambridge
Published: Jun 26 2006
Pages: 366
Weight: 1.10
Height: 0.90 Width: 5.90 Depth: 8.90
Language: English
This book attempts to redirect the field of voting behavior research by proposing a paradigm-shifting framework for studying voter decision making. An innovative experimental methodology is presented for getting 'inside the heads' of citizens as they confront the overwhelming rush of information from modern presidential election campaigns. Four broad theoretically-defined types of decision strategies that voters employ to help decide which candidate to support are described and operationally-defined. Individual and campaign-related factors that lead voters to adopt one or another of these strategies are examined. Most importantly, this research proposes a new normative focus for the scientific study of voting behavior: we should care about not just which candidate received the most votes, but also how many citizens voted correctly - that is, in accordance with their own fully-informed preferences.

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