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The dynamics of voter behavior and influence processes in electoral markets: A consumer behavior perspective

Citation

O'Cass, AG and Pecotich, A, The dynamics of voter behavior and influence processes in electoral markets: A consumer behavior perspective, Journal of Business Research, 58, (4) pp. 406-413. ISSN 0148-2963 (2005) [Refereed Article]


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The definitive version is available at http://www.sciencedirect.com

Official URL: http://www.sciencedirect.com

DOI: doi:10.1016/j.jbusres.2003.08.003

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.

Item Details

Item Type:Refereed Article
Keywords:Consumer behavior; Voter behavior; Opinion leadership
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing Measurement
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:O'Cass, AG (Professor Aron O'Cass)
ID Code:68160
Year Published:2005
Web of Science® Times Cited:40
Deposited By:Management
Deposited On:2011-03-09
Last Modified:2017-12-06
Downloads:13 View Download Statistics

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