home
Home
navigate_next
Search results
Search results
Abstract
Most electoral studies emphasize the relationships among variables, but paid little attention to how voters process political information. Past studies based on experimental design concluded that the memory-based information processing model can not correctly describe how people process political information, and proposed on-line information processing model as a better alternative. This article discusses the on-line information processing model and its application in voting behavior research. The author also uses NES survey data to provide supplementary evidence to the experimental design findings on the on-line model. We found that the online information processing model is a more plausible model than the memory-based model. Therefore, we have to be careful in generalizing past results based on the memory-based models, and have to be especially careful when analyzing open-ended questionnaires. It is important for us to enhance our understanding of voter information processing to help construct better voting behavior models.
