TITLE

IMAGES AND VOTERS' DECISION-MAKING PROCESSES

AUTHOR(S)
Nimmo, Dan
PUB. DATE
January 1975
SOURCE
Advances in Consumer Research;1975, Vol. 2 Issue 1, p771
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The language of contemporary political campaigns frequently likens the voter to a consumer in the political market place. This paper explores various Facets of voters' political images as components of their decisionmaking processes as consumers. Using data from a nationwide survey conducted in the 1972 presidential election, it relates cognitive, affective, and conative aspects of voters' self-images, candidate images, and party images to voting behavior. Correlation, factor analytic, and stepwise regression techniques indicate that voters' affective responses to the major party candidates, rather than cognitive and conative considerations, the key components in the electorate's 1972 decisionmaking processes.
ACCESSION #
6598425

 

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