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How usage influences young adult voting decision-making: an SEM analysis

Winchester, Tiffany, Hall, John and Binney, Wayne 2016, How usage influences young adult voting decision-making: an SEM analysis, Journal of nonprofit and public sector marketing, vol. 28, no. 1, pp. 40-65, doi: 10.1080/10495142.2016.1133143.

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Title How usage influences young adult voting decision-making: an SEM analysis
Author(s) Winchester, Tiffany
Hall, John
Binney, Wayne
Journal name Journal of nonprofit and public sector marketing
Volume number 28
Issue number 1
Start page 40
End page 65
Total pages 26
Publisher Taylor & Francis
Place of publication London, Eng.
Publication date 2016-03-02
ISSN 1049-5142
1540-6997
Keyword(s) Consumer behavior
decision-making
political marketing
structural equation modeling
usage
young adult voters
Summary Political marketing is increasing in importance as a field of study, and despite decades of study, researchers suggest that still more focus needs to be on the voter as a consumer. This article addresses the need by analyzing consumer voting decision-making. Voting decision-making research by O’Cass (2002a) and O’Cass and Pecotich (2005) was replicated and extended specifically for young adult (ages 18–25) voters using quantitative data collected in Australia using a self-completion survey. This model was adapted to include an additional construct of commitment to voting, then tested across two groups of young adult voters: those who previously voted for the current political party in power and those who did not. Structural equation modeling was used to compare lower-involvement voting decisions of the two groups of young adults. The results showed that an influential factor on young voter decision-making was their previous behavior, or usage, of the political party. This was especially strong in voters who had previously voted for the current party in power. Those who did not vote for the current party in power required more steps in deciding whom to vote for. Implications for political marketing practice are also provided.
Language eng
DOI 10.1080/10495142.2016.1133143
Field of Research 150599 Marketing not elsewhere classified
1505 Marketing
1503 Business And Management
Socio Economic Objective 970115 Expanding Knowledge in Commerce
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, Taylor & Francis
Persistent URL http://hdl.handle.net/10536/DRO/DU:30082510

Document type: Journal Article
Collection: Department of Marketing
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Created: Thu, 31 Mar 2016, 15:08:04 EST

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