Document Type

Conference publication

Publication details

O'Cass, A & Julian, CC 2002, 'A study of voter psychology', in RN Shaw, S Adam & H McDonald (eds), Interactive marketing: Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference, Melbourne, Vic., 1-5 December, Deakin University Press, Melbourne, Vic., pp. 1361-1367. ISBN: 0730025624


This study focuses on applying consumer behaviour theory to understand voters’ electoral behaviour. The focus is on developing a micro-model that incorporates voter involvement, political opinion leadership, political knowledge, confidence and risk. The study was undertaken in a by-election in Australia for a Federal House of Representatives Seat. Data were gathered from a sample of registered voters. The results show a significant influence of involvement on political opinion leadership. Political opinion leadership was also shown to influence subjective voter knowledge and knowledge impacting on voter decision confidence. The findings also confirmed a strong difference in voter satisfaction depending on voter involvement.