Voter psychology

Voter psychology refers to understanding how and why individuals make voting decisions based on their beliefs, emotions, experiences, and social influences. It involves recognizing factors such as identity, values, group loyalty, perceived issues, and emotional responses that shape preferences. Voters are often influenced by how candidates align with their self-interest or community identity, as well as the information and cues they receive. Understanding voter psychology helps explain patterns like support for certain policies or candidates, and why voting behaviors can be complex and influenced by subconscious factors alongside rational considerations.