Consideration Sets and Political Choices: A Heterogeneous Model of Vote Choice and Sub-national Party Strength |
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Authors: | Carole J Wilson |
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Institution: | (1) Economic, Political and Policy Sciences, University of Texas at Dallas, GR31, P.O. Box 830688, Richardson, TX 75083-0688, USA |
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Abstract: | This paper brings to political science a new decision-making model based on research in consumer behavior. Individuals do
not necessarily make choices from the universe of alternatives; rather, they choose from a “consideration set,” a notion derived
from both utility maximization and information processing theories. Here I apply a model of heterogeneous consideration sets
to voting in the 2000 Mexican national election. I argue that the sub-national variation in the strength of Mexican parties
leads to heterogeneous consideration sets, resulting in individuals with identical issue preferences and personal attributes
making different voting decisions. Application of this model provides both interesting substantive conclusions about vote
choice in Mexico and a more general theoretical innovation regarding vote choice.
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Keywords: | Consideration sets Mexico Voting Party system |
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