Voting behavior is a form of electoral behavior. Understanding voters' behavior can explain how and why decisions were made either by public decision-makers, which has been a central concern for political scientists,[1] or by the electorate. To interpret voting behavior both political science and psychology expertise were necessary and therefore the field of political psychology emerged including electoral psychology [2]. Political psychology researchers study ways in which affective influence may help voters make more informed voting choices, with some proposing that affect may explain how the electorate makes informed political choices in spite of low overall levels of political attentiveness and sophistication. Conversely, Bruter and Harrison suggest that electoral psychology encompasses the ways in which personality, memory, emotions, and other psychological factors affect citizens' electoral experience and behavior.[2]
To make inferences and predictions about behavior concerning a voting decision, certain factors such as gender, race, culture or religion must be considered. Furthermore, a more theoretical approach can be taken when viewing electoral behaviour; such as viewing wealth and region in which a voter lives which will impact upon their electoral choices. Moreover, key public influences include the role of emotions, political socialization, tolerance of diversity of political views and the media. The effect of these influences on voting behavior is best understood through theories on the formation of attitudes, beliefs, schema, knowledge structures and the practice of information processing. For example, surveys from different countries indicate that people are generally happier in individualistic cultures where they have rights such as the right to vote.[3] Additionally, social influence and peer effects, as originating from family and friends, also play an important role in elections and voting behavior.[4][5][6] An important question in this context is how to disentangle the social contagion by peers from external influences.[5][6] The degree to which voting decision is affected by internal processes and external influences alters the quality of making truly democratic decisions.
