Young adult voting decision-making: Studying the effect of usage from a consumer behaviour perspective

Winchester, Tiffany, Hall, John and Binney, Wayne 2014, Young adult voting decision-making: Studying the effect of usage from a consumer behaviour perspective, Australasian marketing journal, vol. 22, no. 2, pp. 144-154, doi: 10.1016/j.ausmj.2014.01.001.

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Title Young adult voting decision-making: Studying the effect of usage from a consumer behaviour perspective
Author(s) Winchester, Tiffany
Hall, JohnORCID iD for Hall, John orcid.org/0000-0002-6453-8964
Binney, Wayne
Journal name Australasian marketing journal
Volume number 22
Issue number 2
Start page 144
End page 154
Total pages 11
Publisher Elsevier
Place of publication Amsterdam, The Netherlands
Publication date 2014-05
ISSN 1441-3582
Keyword(s) consumer behaviour theory
decision-making
political marketing
usage
young adult voting
Summary This study investigates the application of consumer behaviour theory to young Australian adults’ voting decision-making. Previous decision-making studies identified constructs of subjective knowledge, involvement, information seeking, satisfaction, confidence, and stability as key factors in voting decision-making. This research tests the relationship that these factors have with the consumer behaviour concept of usage. A new concept, commitment to vote, is also considered for Australia’s compulsory voting context. Data were gathered from a sample of 257 Australian citizens between the ages of 18 and 25. Exploratory factor analysis produced nine factors, and MANOVA and ANOVA were used to test the differences between three usage groups: voluntary users, involuntary users, and never trieds. The results illustrate that usage has a significant influence on information seeking, commitment to voting, satisfaction with voting choice, and stability in voting decision-making. Therefore, usage is a key element in voter decision-making and needs to be included in future studies.
Language eng
DOI 10.1016/j.ausmj.2014.01.001
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, Elsevier
Persistent URL http://hdl.handle.net/10536/DRO/DU:30065499

Document type: Journal Article
Collections: Faculty of Business and Law
Deakin Business School
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Created: Fri, 29 Aug 2014, 09:06:08 EST by Gloria Stevenson

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