Voter's choice of a presidential candidate: An empirical study
Date
2020
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of Public Affairs
Abstract
Since the consolidation of democracy and the inception of reforms thereof in Ghana,
one raging subject matter that has over time come under intense scrutiny and, consequently, altogether eminently preoccupied the attention of political scientists, pollsters,
marketers and strategists in particular, has been one bordering on voter's behavior.
Understanding voter's behavior is crucially indispensable to reshaping the democratic
process and devising political strategies. In spite of this, there is, however, a paucity of
research focus targeted at unraveling the distinct behavior patterns and underpinnings relative to voters' choices. Against this backdrop, the main idea of this research
is to explore the antecedents of voters' choice. The theory of consumer behavior has
been used as the theoretical framework. Using the survey approach, data was elicited
from card-bearing registered voters and analyzed with the aid of the structural equation modeling technique. results of data (n = 363) analysis revealed a confluence of
voters' choice antecedents anchored on quality, trust, attractiveness, expertise and
image. Based on the results, study implications are discussed, and suggestions for
future research are subsequently delineated.
Description
Research Article
Keywords
Voter's choice, presidential candidate, behavior