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

  • Winchester T
  • Hall J
  • Binney W
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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. © 2014 Australian and New Zealand Marketing Academy.

Author-supplied keywords

  • Consumer behaviour theory
  • Decision-making
  • Political marketing
  • Usage
  • Young adult voting

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  • Tiffany M. Winchester

  • John Hall

  • Wayne Binney

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