Khairul Azmi Mohamad* |
Corresponding Author: Khairul Azmi Mohamad, Universiti Teknologi Malaysia, Malaysia |
Revised: 21 September 2020; |
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This work intends to describe the political psychology
of voters’ behavior. Political psychology concerns with why voters voted in a
particular way. What was in the mind of the voters when they cast their votes?
Voters have their expectations when they decide to vote a particular candidate
or a given party in any election. Generally, there are elements of trust on the
part of the voters towards the voted. It could be because of the flowery manifesto.
Other voters may decide based on the election candidates’ personality or
academic qualifications. Some may choose due to party loyalty. There are people
who would measure the records of service of the party or the person in their
decision to vote. Some voters are regarded as habitual while others being
election specific. We have informed voters, influenced voters and care-less
voters. In the end, after the election, we have satisfied and regret voters.
Public policy, government performance and personal characteristics of
individuals can also become reasons to vote. Gender, race, culture and religion
could form strong reasons in public decision-making. Voters’ memory of
political information also plays a strong role in the decision-making process on
Election Day, and voters’ ability to recall this information accurately
significantly affects their ability to make good decisions. Research has found
that voters remember information to which they had an emotional reaction more
than information that elicited no emotions, regardless of whether the emotion
evoked was anxiety, enthusiasm, or anger. Social class has its own effect on
voting. The haves and the have-nots, professionals and labors may have
different considerations and choice of voting. Media and in particular the
social media have significant influence on voting behavior. Ethnicity has a
strong link to electoral behavior. Some political parties may benefit more from
the votes of the ethnic minority groups. Geographical locations such as urban and
suburban or village areas will give a different voting pattern. Candidates and
political parties must know how to manage their voters in order to gain the
voting advantage. Some voters satisfied and some other regret with their choice
in the ballot box.
Keywords: Political
psychology, Voters’ behavior, Electoral studies, Managing voters.