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Young adults and politics: investigating factors influencing voter decision making

Winchester, Tiffany, Binney, Wayne and Hall, John 2014, Young adults and politics: investigating factors influencing voter decision making, Journal of nonprofit & public sector marketing, vol. 26, no. 3, pp. 226-257, doi: 10.1080/10495142.2014.915635.

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Title Young adults and politics: investigating factors influencing voter decision making
Author(s) Winchester, Tiffany
Binney, Wayne
Hall, John
Journal name Journal of nonprofit & public sector marketing
Volume number 26
Issue number 3
Start page 226
End page 257
Total pages 32
Publisher Routledge
Place of publication Abingdon, England
Publication date 2014
ISSN 1540-6997
Keyword(s) political marketing
young adult voting
consumer behavior
low involvement
decisions making
Summary Many parallels have been drawn between politics and marketing; however, the application of consumer behavior decision making to voter decision making is still an important research focus. Results from general elections around the world show that the turnout among young adults tends to be lower than in the general electorate, suggesting low interest and involvement in politics. This qualitative study investigated low-involvement decision making of young adult voters in Australia. Data were compiled from semistructured face-to-face interviews conducted with 29 young adults to explore their views, and NVivo software was used to assist with thematic analysis. Findings suggest that with low-involvement voter decision making, perceived knowledge and passive information seeking are important factors. Exposure to the media also plays an important role, and young voters rely more on traditional media such as newspapers and television than on social media for current political information.
Language eng
DOI 10.1080/10495142.2014.915635
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 940202 Electoral Systems
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2014, Taylor & Francis
Persistent URL http://hdl.handle.net/10536/DRO/DU:30065498

Document type: Journal Article
Collections: Faculty of Business and Law
Deakin Graduate School of Business
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Created: Fri, 29 Aug 2014, 08:40:13 EST by Gloria Stevenson

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