Factors Influencing Voting Decision: A Comprehensive Literature Review

1. Introduction

• Purpose: Explore factors influencing voting choices in the American context.
• Importance: Understanding these factors provides insights into voter behavior and election dynamics.
• Factors Explored:
  • Party affiliation
  • Candidate characteristics
  • Policy positions
  • Socioeconomic factors
  • Social influence
  • Media impact

2. Factors Influencing Voting Decisions

Factors categorized into individual-level, socio-cultural, and political determinants.

2.1. Individual-Level Factors

• Socioeconomic Status (SES):
  • Income: Higher income correlates with conservative preferences; lower income with left-leaning policies.
  • Education: Higher education often leads to liberal orientations and increased political engagement.
  • Gender: Women generally favor left-leaning parties, while men prefer conservative ones.
  • Age: Younger voters lean liberal; older voters trend conservative.
  • Political Ideology: Conservatism vs. liberalism heavily influences electoral choices.
  • Personality Traits: Traits like openness and conscientiousness align with specific political orientations.
  • Emotional Intelligence (EI): Affects political engagement by influencing emotional and cognitive processes.
  • Climate Change Concerns: Significant predictor of pro-environment voting, especially among younger voters.
  • Healthcare Experiences: Personal healthcare encounters influence voter preferences and priorities.

2.2. Socio-Cultural Factors

• Social Identity: Influences voting based on race, ethnicity, gender, and social class.
• Ethnicity and Race: Racial/ethnic identities crucially shape political preferences.
• Religion: Religious beliefs align voting with compatible moral convictions.
• Media Influence: Media shapes political attitudes and perceptions through coverage and biases.
• Social Networks: Online platforms spread political information, influencing voter behavior.

2.3. Political Factors

• Party Identification: Strong party affiliation guides voting behavior and perceptions.
• Candidate Characteristics: Experience, leadership, integrity, and identity factors influence voter choices.
• Policy Positions: Alignment with voter values on key issues affects electoral support.
• Campaign Strategies: Communication, targeting, and mobilization tactics influence voter decisions.
• Economic Conditions: Personal and national economic status shapes electoral choices.

3. Discussion

• Voting decisions are multifaceted and influenced by demographic, psychological, and contextual factors.
• The interplay of these factors varies among individuals and contexts.

4. Implications

• Representation: Informed voting leads to representative governance.
• Accountability: Voting decisions hold leaders accountable.
• Policy Outcomes: Voter preferences influence policy directions.
• Democratic Legitimacy: Active participation enhances democratic legitimacy.
• Political Culture and Engagement: Encourages broader political participation.
• Social Cohesion: Promotes unity through diverse electoral participation.

5. Future Research Direction

• Social Media Influence: Impact of digital platforms on voting.
• Polarization: Study causes and solutions to rising political extremism.
• Populism: Influence on voting behavior and systems.
• Intersectionality: Impact of intersecting identities on voting.
• Psychological Factors: Investigate cognitive biases and emotions in voting.
• Climate Politics: Explore environmental concerns on voter decisions.
• Changing Demographics: Analyze demographic shifts affecting voting.
• Electoral Systems: Study impact and reform effects.
• Voter Suppression/Enfranchisement: Explore dynamics and ensure fair elections.

6. Conclusions

• Comprehensive review of factors influencing voting decisions shows the complexity of voter behavior.
• Calls for further research, especially on technology's impact on voting.

Author Contributions: Conceptualization, resources, writing, and supervision by W.K., U.L., P.H.

Funding: No external funding received.

Institutional Review Board Statement: Not applicable.

Informed Consent Statement: Not applicable.

Acknowledgments: Thanks to Suan Sunandha Rajabhat University for support.

Conflicts of Interest: None declared.