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Political opinion leadership and electoral behavior


O'Cass, AG and Pecotich, A, Political opinion leadership and electoral behavior, Journal of Nonprofit and Public Sector Marketing, 14, (1) pp. 285-307. ISSN 1049-5142 (2005) [Refereed Article]

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DOI: doi:10.1300/J054v14n01_16


A micro-model that focuses on political opinion leadership within an extended nomological network is developed and tested. Data were gathered from a sample of voters in an election. The results indicate that political opinion leadership played a central role in the voting behavior. Key antecedents to opinion leadership were voter involvement, subjective knowledge, and indirectly, information seeking behavior. Important consequences were voting stability, perceived risk and political satisfaction.

Item Details

Item Type:Refereed Article
Keywords:Political opinion leadership; election
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing research methodology
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:O'Cass, AG (Professor Aron O'Cass)
ID Code:68157
Year Published:2005
Deposited By:Management
Deposited On:2011-03-09
Last Modified:2011-04-07
Downloads:5 View Download Statistics

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