Resumen

TOCA TORRES, Claudia Eugenia. Decision-making processes and voter behavior in local elections in bogota. Civilizar [online]. 2008, vol.8, n.15, pp.65-88. ISSN 1657-8953.

This research studies citizen decisions in a local election, grouping voters according to vote motivations, candidate attributes and decision inputs. We suggest that voter motivation may be more determined by external and marketing influences than internal motivations. In addition, we believe that voters consider candidate attributes more than his or her political proposal. Since the voters' decision is based on very little information about all possible alternatives, it is biased in favor of the strongest campaign.

Palabras clave : Decisions; elections; marketing; consumer behavior.

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