Is Political Support Determined by Emotional or Rational Judgment?
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This paper presents and tests an integrated model for how voters develop and maintain support for politicians. We argue that voters' "emotional value perceptions" of a politician influence their "rational value perceptions;" that both types of cognitive perceptions influence their trust in a politician and his/her policy pledges; and that this trust influences voters' ongoing support for the politician, both directly and indirectly through their expectations for how the politician will communicate with them. Further, we argue that the relative importance of these variables in this cognitive process will vary depending on the ideological persuasion of citizens. We test this model using an online questionnaire administered to a sample of 271 voters for the period between December 2012 and May 2013, which followed the presidential election in South Korea. Results provide support for our overall model, and suggest that emotional value perception strongly affects conservative voters' rational perception and trust in politicians and their policy pledges, while communication expectations may be a factor in garnering the political support of progressive voters. Taken as a whole this paper provides new insights into the psychology of voters' decision making in the age of digital communication.
Abstract
This paper presents and tests an integrated model for how voters develop and maintain support for politicians. We argue that voters' "emotional value perceptions" of a politician influence their "rational value perceptions;" that both types of cognitive perceptions influence their trust in a politician and his/her policy pledges; and that this trust influences voters' ongoing support for the politician, both directly and indirectly through their expectations for how the politician will communicate with them. Further, we argue that the relative importance of these variables in this cognitive process will vary depending on the ideological persuasion of citizens. We test this model using an online questionnaire administered to a sample of 271 voters for the period between December 2012 and May 2013, which followed the presidential election in South Korea. Results provide support for our overall model, and suggest that emotional value perception strongly affects conservative voters' rational perception and trust in politicians and their policy pledges, while communication expectations may be a factor in garnering the political support of progressive voters. Taken as a whole this paper provides new insights into the psychology of voters' decision making in the age of digital communication.
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