Skip to content
Register Sign in Wishlist

How Voters Decide
Information Processing in Election Campaigns

$39.99 (G)

Part of Cambridge Studies in Public Opinion and Political Psychology

  • Date Published: June 2006
  • availability: Available
  • format: Paperback
  • isbn: 9780521613064

$ 39.99 (G)

Add to cart Add to wishlist

Other available formats:
Hardback, eBook

Looking for an examination copy?

If you are interested in the title for your course we can consider offering an examination copy. To register your interest please contact providing details of the course you are teaching.

Product filter button
About the Authors
  • This book attempts to redirect the field of voting behavior research by proposing a paradigm-shifting framework for studying voter decision making. An innovative experimental methodology is presented for getting 'inside the heads' of citizens as they confront the overwhelming rush of information from modern presidential election campaigns. Four broad theoretically-defined types of decision strategies that voters employ to help decide which candidate to support are described and operationally-defined. Individual and campaign-related factors that lead voters to adopt one or another of these strategies are examined. Most importantly, this research proposes a new normative focus for the scientific study of voting behavior: we should care about not just which candidate received the most votes, but also how many citizens voted correctly - that is, in accordance with their own fully-informed preferences.

    • Focuses on the vote decision
    • Employs experimental methods
    • Relies upon theories of cognitive psychology and behavioral decision theory
    Read more

    Reviews & endorsements

    "How Voters Decide: Information Processing during Election Campaigns is a major contribution to our understanding of voting behavior, decision making, and political psychology. Richard Lau and David Redlawsk have employed an innovative methodology to investigate the processes by which voters make sense of the enormous flow of information in a election campaign. The research is carefully designed and analyzed and the results yield insights into mechanisms of political information processing that are normally hidden from view by the standard research methods used in political science. This research shows how the strategies that people use to process information affect the electoral decisions they make and, ultimately, the extent to which elections truly represent the interests of voters." Stanley Feldman, Stony Brook University

    "This innovative and exciting book sheds new light on the mysterious process at the heart of democracy: how voters choose among candidates. Lau and Redlawsk develop a range of new techniques to illuminate the otherwise hidden process of candidate choice with consistently interesting and often unexpected results." Martin Gilens, Princeton University

    "This book is potentially a landmark in the history of voting behavior research. It takes on the whole structure of theory about voting in virtually all its aspects, about as wide-ranging as The American Voter of 40 years ago, and does so with unusual quality." James Stimson, University of North Carolina, Chapel Hill

    "The authors have provided a fresh, innovative perspective...for graduate students, faculty and researchers in political science. it is required reading. Highly recommended." -- Choice

    "This book will be of interest to political scientists and cognitive psychologists for its innovative methodology." PsycCritiques

    "Anyone committed to understanding voter behavior should read this book, which integrates many years of research. How Voters Decide offeres a novel approach to studying voter cognition, and it yields provocative and detailed findings about memory, heuristics, and decision making that go far beyond this brief review." - John Gastil, University of Washington

    "How Voters Decide makes three critical contributions: proposing a process-oriented framework, testing this framework, using a dynamic information environment, and outlining a variety of findings that raise critical questions for future research." - Samuel J. Abrams, Harvard University

    2007 Outstanding Academic Title -- Choice Magazine

    See more reviews

    Customer reviews

    Not yet reviewed

    Be the first to review

    Review was not posted due to profanity


    , create a review

    (If you're not , sign out)

    Please enter the right captcha value
    Please enter a star rating.
    Your review must be a minimum of 12 words.

    How do you rate this item?


    Product details

    • Date Published: June 2006
    • format: Paperback
    • isbn: 9780521613064
    • length: 366 pages
    • dimensions: 228 x 152 x 21 mm
    • weight: 0.5kg
    • contains: 16 tables
    • availability: Available
  • Table of Contents

    Part I. Theory and Methods:
    1. Introduction
    2. A new theory of voter decision making
    3. Studying voting as a process
    4. What is correct voting?
    Part II. Information Processing:
    5. What voters do - a first cut
    6. Individual differences in information processing
    7. Campaign effects on information processing
    Part III. Politics:
    8. Evaluating candidates
    9. Voting
    10. Voting correctly
    11. Political heuristics
    Part IV. Conclusion:
    12. A look back, and a look forward
    Part V. Appendices and References.

  • Authors

    Richard R. Lau, Rutgers University, New Jersey
    Richard Lau is Professor of Political Science and Director of the Walt Whitman Center for the Study of Democracy in the Political Science Department at Rutgers University. His research has been supported by the National Institute of Health, the National Science Foundation, the Ford Foundation, and the Carnegie Corporation. He has published in all of the major journals in political science and social psychology, and recently wrote (with Gerald Pomper) Negative Campaigning: An Analysis of U.S. Senate Elections (2004).

    David P. Redlawsk, University of Iowa
    David P. Redlawsk is Associate Professor of Political Science at the University of Iowa. Prior to completing his Ph.D. and arriving at the University of Iowa in 1999, Redlawsk spent nearly ten years in the technology industry, managing information systems for colleges, and working as a management consultant. As a political scientist, he has published in the American Political Science Review, the American Journal of Political Science, the Journal of Politics and Political Psychology, among others. He twice received the Roberta Sigel Best Paper Award from the International Society of Political Psychology. He co-edited Hate Speech on Campus: Cases, Commentary, and Case Studies (1997) with Milton Heumann and Thomas Church, and is currently completing an edited volume on emotion in politics to be published in 2006. His research has been supported by the National Science Foundation.

Related Books

Sorry, this resource is locked

Please register or sign in to request access. If you are having problems accessing these resources please email

Register Sign in
Please note that this file is password protected. You will be asked to input your password on the next screen.

» Proceed

You are now leaving the Cambridge University Press website. Your eBook purchase and download will be completed by our partner Please see the permission section of the catalogue page for details of the print & copy limits on our eBooks.

Continue ×

Continue ×

Continue ×
warning icon

Turn stock notifications on?

You must be signed in to your Cambridge account to turn product stock notifications on or off.

Sign in Create a Cambridge account arrow icon

Find content that relates to you

Join us online

This site uses cookies to improve your experience. Read more Close

Are you sure you want to delete your account?

This cannot be undone.


Thank you for your feedback which will help us improve our service.

If you requested a response, we will make sure to get back to you shortly.

Please fill in the required fields in your feedback submission.