How Voters Decide Information Processing During Election Campaigns

ISBN-10: 052161306X
ISBN-13: 9780521613064
Edition: 2006
List price: $39.99 Buy it from $27.56
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Description: 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  More...

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Book details

List price: $39.99
Copyright year: 2006
Publisher: Cambridge University Press
Publication date: 6/26/2006
Binding: Paperback
Pages: 366
Size: 5.75" wide x 8.75" long x 0.75" tall
Weight: 1.320
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.

David P. Redlawsk is professor of political science and director of the Eagleton Center for Public Interest Polling at Rutgers University. Caroline J. Tolbert is professor of political science at the University of Iowa. Todd Donovan is professor of political science at Western Washington University.

List of Tables and Figures
Acknowledgments
Theory and Methods
Introduction
A New Theory of Voter Decision Making
Studying Voting as a Process
What Is Correct Voting?
Information Processing
What Voters Do - A First Cut
Individual Differences in Information Processing
Campaign Effects on Information Processing
Politics
Evaluating Candidates
Voting
Voting Correctly
Political Heuristics
Conclusion
A Look Back and a Look Forward
Detailed Examples of Decision Strategies in Action
How the Dynamic Information Board Works
Overview of Experimental Procedures
Detailed Decision Scripts
Calculating the On-line Evaluation Counter
References
Index

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