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.
• Focuses on the vote decision • Employs experimental methods • Relies upon theories of cognitive psychology and behavioral decision theory
Contents
Part I. Theory and Methods: 1. Introduction; 2. A new theory of voter decision making; 3. Studying voting as a process; 4. What is correct voting?; Part II. Information Processing: 5. What voters do - a first cut; 6. Individual differences in information processing; 7. Campaign effects on information processing; Part III. Politics: 8. Evaluating candidates; 9. Voting; 10. Voting correctly; 11. Political heuristics; Part IV. Conclusion: 12. A look back, and a look forward; Part V. Appendices and references.
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