POL 106 Lecture Notes - Lecture 4: Social Influence
22 Aug 2016
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Lecture 4 notes: the presidential election: part 2 voting behavior. Heuristics: is a cue that people use as a short-cut to evaluate something (or someone) based on limited information. Cognitive dissonance: displaying inconsistent and controversial behavior during the voting process of the presidential election. Primacy effects: the primacy effect is the tendency to grab the first thing you see. An example of this would be students picking a on multiple choice tests because it is the first option they see. Recency effects: the recency effect is the phenomenon of people gravitating toward the last thing that is heard because it is most proximate in our memory. Elections are largely predictable, yet campaigns still spend enormous time and money on them (for example both candidates spent nearly billion on the election of 2012) Clarifying candidates: clarifying candidates are presidential candidates who are advantaged by the economy: in-party candidates during good economic periods and out-party candidates during bad economic period.
