Inside The Mind Of A Voter

"A unique insight into the minds of voters around the world"--

Argues with the standard interpretation of the American voter as incompetent in matters of policy.

In the run-up to a contentious 2020 presidential election, the much-maligned American voter may indeed be wondering, “How did we get here?” A Citizen’s Guide to the Political Psychology of Voting offers a way of thinking about how voters make decisions that provides both hope and concern. In many ways, voters may be able to effectively process vast amounts of information in order to decide which candidates to vote for in concert with their ideas, values, and priorities. But human limitations in information processing must give us pause. While we all might think we want to be rational information processors, political psychologists recognize that most of the time we do not have the time or the motivation to do so. The question is, can voters do a “good enough” job even if they fail to account for everything during the campaign? Evidence suggests that they can, but it isn’t easy. Here, Redlawsk and Habegger portray a wide variety of voter styles and approaches—from the most motivated and engaged to the farthest removed and disenchanted—in vignettes that connect the long tradition of voter survey research to real life voting challenges. They explore how voters search for political information and make use of it in evaluating candidates and their positions. Ultimately, they find that American voters are reasonably competent in making well-enough informed vote choices efficiently and responsibly. For citizen voters as well as students and scholars, these results should encourage regular turnout for elections now and in the future.

Political behavior is the result of innumerable unnoticed forces and conscious deliberation is often a rationalization of automatically triggered feelings and thoughts. Citizens are very sensitive to environmental contextual factors such as the title 'President' preceding 'Obama' in a newspaper headline, upbeat music or patriotic symbols accompanying a campaign ad, or question wording and order in a survey, all of which have their greatest influence when citizens are unaware. This book develops and tests a dual-process theory of political beliefs, attitudes and behavior, claiming that all thinking, feeling, reasoning and doing have an automatic component as well as a conscious deliberative component. The authors are especially interested in the impact of automatic feelings on political judgments and evaluations. This research is based on laboratory experiments, which allow the testing of five basic hypotheses: hot cognition, automaticity, affect transfer, affect contagion and motivated reasoning.

Elections are at the heart of our democracy. Understanding citizens’ decisions to vote or to abstain in elections is crucial, especially when turnout is declining. In this book, André Blais and Jean-François Daoust provide an original and elegant model that explains why people vote, based on four factors: political interest, sense of civic duty, perceived importance of the election, and ease of voting. Their findings are strongly supported by empirical evidence from elections in five countries. The analysis is compelling and demonstrates the power of their model to provide a provocative and parsimonious explanation of voter turnout in elections.

This book explains why elections from 1960 to 2016 came out the way they did. Why did voters choose one candidate over the other and what issues were they concerned with? The answer comes from talking to thousands of voters and analyzing their verbatim responses. Traditional methods used by most political analysts have often led to false interpretations. The book presents a unique model that can predict the vote of 95 percent of respondents. The book also shows that there are two major forces—long-term and short-term—that can explain the overall results of an election. In addition, the author finds a new, highly reliable way to measure the ideological composition of the American electorate. Appropriate for students of American government and informed citizens as well, this book is a revolution in the study of electoral behavior.

The Reasoning Voter is an insider's look at campaigns, candidates, media, and voters that convincingly argues that voters make informed logical choices. Samuel L. Popkin analyzes three primary campaigns—Carter in 1976; Bush and Reagan in 1980; and Hart, Mondale, and Jackson in 1984—to arrive at a new model of the way voters sort through commercials and sound bites to choose a candidate. Drawing on insights from economics and cognitive psychology, he convincingly demonstrates that, as trivial as campaigns often appear, they provide voters with a surprising amount of information on a candidate's views and skills. For all their shortcomings, campaigns do matter. "Professor Popkin has brought V.O. Key's contention that voters are rational into the media age. This book is a useful rebuttal to the cynical view that politics is a wholly contrived business, in which unscrupulous operatives manipulate the emotions of distrustful but gullible citizens. The reality, he shows, is both more complex and more hopeful than that."—David S. Broder, The Washington Post