This book attempts to redirect the field of voting behavior
research by proposing a paradigm-shifting framework for studying
voter decision making. An innovative experimental methodology is
presented for getting 'inside the heads' of citizens as they
confront the overwhelming rush of information from modern
presidential election campaigns. Four broad theoretically-defined
types of decision strategies that voters employ to help decide
which candidate to support are described and operationally-defined.
Individual and campaign-related factors that lead voters to adopt
one or another of these strategies are examined. Most importantly,
this research proposes a new normative focus for the scientific
study of voting behavior: we should care about not just which
candidate received the most votes, but also how many citizens voted
correctly - that is, in accordance with their own fully-informed
preferences.
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