ABSTRACT
In this book, the author has found that if an individual knows (1) what a voter thinks about each candidate, (2) what issues the voter is concerned with and the party thought best to handle the problem, and (3) the party the voter identifies with, the individual can predict that person’s vote choice if he or she knows how much weight the voters, on average, gave to each of these factors when making their decision. Knowing the demographic characteristics of the voters or the reactions they have to words presented to them in polls cannot explain their vote. Change from one election to the next is a result of short-term forces—the candidates and the issues. Each election presents the voter with new factors—new candidates and new issues. It was also found that the result of the previous election is a very temporary moving point that cannot be a base from which to measure change in the current election.
