Chapter
What We Can Add to the Understanding of the Vote Decision
Overview of the Remainder of the Book
2 A New Theory of Voter Decision Making
HUMAN COGNITION AND ITS LIMITS
Coping with Cognitive Limits
MEASURING INFORMATION SEARCH
The Content of Information Search
The Process of Information Search
Matching Information Search to Decision Strategy
REMAINING VARIABLES IN OUR FRAMEWORK FOR STUDYING THE VOTE DECISION
Political Sophistication or Expertise
The Perceived "Nature" of the Decision Task
Candidate Evaluation and the Vote Choice
Distinguishing Evaluation and Choice
CONSEQUENCES OF DECISION STRATEGIES: THE "SO WHAT?" QUESTION
3 Studying Voting as a Process
PROCESS-TRACING METHODOLOGIES FOR STUDYING DECISION MAKING
Process Tracing and the Study of Voting Behavior
Shortcomings of the Standard Methodology for Studying Election Campaigns
A DYNAMIC PROCESS-TRACING METHODOLOGY
Experimental Manipulations
INTERNAL VERSUS EXTERNAL VALIDITY
External Validity of the Dynamic Information Board
Evidence of the Generalizability of Our Experimental Data
4 What Is Correct Voting?
But What Is a "Correct" Voting Decision?
Determining "Correct" Vote Choices in Our Mock Election Studies
An Alternative "Normative-Naive" Measure of Correct Voting
Predicting Correct Voting
Further Validation of the Normative--Naive Candidate Preference Measure
An Application to American Presidential Elections
Part II Information Processing
5 What Voters Do – A First Cut
HOW MUCH INFORMATION DID VOTERS GATHER?
General Election Campaign
WHAT KINDS OF INFORMATION DID VOTERS GATHER? THE CONTENT OF SEARCH
Comparability of Search Across Candidates
Operationalizing Decision Strategies
6 Individual Differences in Information Processing
Content of Information Search
7 Campaign Effects on Information Processing
Number of Candidates Running in an Election
Ideological Distinctiveness of Candidates in an Election
Fit with Partisan Stereotypes
Is the Candidate Supported in the Primary Running in the General Election?
Timing of Political Advertising
a reconsideration of what we have learned so far
ON-LINE VERSUS MEMORY-BASED EVALUATION
IS CANDIDATE EVALUATION PURELY ON-LINE?
Building an On-line Evaluation Counter
Assessing Global Candidate Evaluation
Evaluating Primary Election Candidates
Evaluating General Election Candidates
DECISION STRATEGIES AND GLOBAL EVALUATION
IS EVALUATION THE SAME AS THE VOTE?
PREDICTING DEFECTION FROM ON-LINE EVALUATION
VOTE CHOICE IN THE PRIMARY ELECTION
VOTE CHOICE IN THE GENERAL ELECTION
PREDICTING PARTISAN DEFECTION
HOW OFTEN DO VOTERS GET IT RIGHT?
A SLIGHT ASIDE: CORRECT VOTING IN RECENT U.S. PRESIDENTIAL ELECTIONS
INFORMATION SEARCH AND DECISION STRATEGIES
PRESSING A BIT HARDER FOR RATIONAL DECISION MAKING
OPERATIONALIZING HEURISTIC USE
DO ALL VOTERS UTILIZE POLITICAL HEURISTICS?
Pressing a Little More: Is "Information Acquisition" the Same Thing as “Heuristic Use”?
Is Political Sophistication Related to Heuristic Use?
When Are Heuristics Employed? Situational Factors and Heuristic Use
Decision Strategies and Use of Political Heuristics
Effect of Political Heuristics on Correct Voting
12 A Look Back and a Look Forward
DIRECTIONS FOR FUTURE WORK
Appendix A. Detailed Examples of Decision Strategies in Action
Model 3: Fast and Frugal Decision Making (Take the Few Best Rule)
NONCOMPENSATORY STRATEGIES
Model 4: ``Intuitive" Semiautomated Heuristic-Based Decision Making
The Special Case of Model 2: Socialized Attitudes and Cognitive Consistency
Appendix B. How the Dynamic Information Board Works
THE SPECIAL PROBLEM OF PARTY, POLLS, AND ENDORSEMENTS
Appendix C. Overview of Experimental Procedures
THE COMPETING PRESIDENTIAL CANDIDATES
Appendix D. Detailed Decision Scripts
Appendix E. Calculating the On-line Evaluation Counter
How Voters Decide
：Information Processing in Election Campaigns
( Cambridge Studies in Public Opinion and Political Psychology )
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