the political psychology of elections theories and methods for survey research
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The Political Psychology of elections Theories and methods for survey research. Sharon Coen , PhD University of Salford, Greater Manchester 3 rd INTERNATIONAL SUMMER SCHOOL IN POLITICAL COMMUNICATION AND ELECTORAL BEHAVIOUR 19 July, 2012. Aims:. - PowerPoint PPT PresentationTRANSCRIPT
The Political Psychology of elections
Theories and methods for survey research
Sharon Coen, PhD University of Salford, Greater Manchester
3rd INTERNATIONAL SUMMER SCHOOL IN POLITICAL COMMUNICATION AND ELECTORAL
BEHAVIOUR
19 July, 2012
Aims:
• Critically evaluate the contributions psychology can give to explaining voters’ behaviour
• Critically evaluate whether and how to include measures of psychological constructs in surveys
• Apply to survey design (and data analysis)
Overview - 1
• What is political psychology?
• Political Psychological take on elections– Homo economicus and Homo psichologicus– Cognitive factors– Motivational and ideological factors, values – Psychosocial factors
Overview - 2• Measuring factors influencing voting
choice in survey research
– Macro-distant factors– Macro-proximal factors– Micro-distant factors– Micro-proximal factors
Overview – 3 (optional)• Analysing survey data
• Evaluating scales: validity ad reliability– Factor analysis and Alpha
• Predicting intention to vote (or actual vote)– Logistic regression, Path Analysis and
Hierarchical Linear Modeling
Exercise 1
• In small groups, please identify some key factors you already know (or think might) play an important role in voters’ choices
VOTE
MACRO
MICRO
DISTANT PROXIMAL
Source: Catellani, 2011(based on Rokkan, 1982)
POLITICAL SYSTEM
-Party system-Electoral laws-Political-social-territorial cleavages
STRUCTURE OF COMPETITION
-Economical climate-Salient political themes-Leader’s image
SOCIAL STRUCTURE, POITICAL ORIENTATIONS AND VALUES
-Social status-Ideology-Political alignment-Socio political values
DECISION IN THE ELECTORAL CONTEXT
-Cognitive factors-Affective factors-Motivational factors-Psychosocial factors
VOTE
MACRO
MICRO
DISTANT PROXIMAL
Source: Catellani, 2011
POLITICAL SYSTEM
-Party system-Electoral laws-Political-social-territorial cleavages
STRUCTURE OF COMPETITION
-Economical climate-Salient political themes-Leader’s image
SOCIAL STRUCTURE, POITICAL ORIENTATIONS AND VALUES
-Social status-Ideology-Political alignment-Socio political values
DECISION IN THE ELECTORAL CONTEXT
-Cognitive factors-Affective factors-Motivational factors-Psychosocial factors
Political Psychology Political psychology is an interdisciplinary academic field dedicated to understanding how individuals (e.g. citizens, journalists, politicians, militants) interact with the political reality through the use of psychological theories.see Sears (1987) for overview of key areas of interest
Political Psychology of voting behaviour
Homo economicus vs Homo psichologicus
Cognitive factors influencing vote
• Prospect theory (Tversky and Kanheman, 1981) and Framing [Prof. Iyengar’s lecture]
• Salient themes [Prof. Pfetsch’s lecture]
• Heuristic thinking and biased evaluation of parties and candidates
Prospect theory
Problem 1 [N = 152]If Program A is adopted, 200 people will be saved. [72 percent]
If Program B is adopted, there is 1/3 probability that 600 people will be saved, and 2/3 probability that no people will be saved. [28 percent]
Problem 2 [N = 155]:If Program C is adopted 400 people will die. [22 percent]
If Program D is adopted there is 1/3 probability that nobody will die, and 2/3 probability that 600 people will die. [78 percent]
Imagine that the U.S. is preparing for the outbreak of an unusual Asian disease, which is expected to kill 600 people. Two alternative programs to combat the disease have been proposed. Assume that the exact scientific estimate of the consequences of the programs are as follows:
Pattern of risk aversion in choices involving gains and risk seeking in choices involving losses
Evaluation of candidates
• Judgements of morality and leadership particularly important (e.g. Cislak and Wojcizke, 2006, 2008)
• Although extraversion and sociability play also a role (see Mazzoleni and Sfardini, 2009) [Lecture by Prof. Brants]
• Stereotypical attributes: appearance (Todorov’s work), Gender (Lammers, Gordjin & Otten, 2009), demographics (e.g. Age, Ethnicity, Local origin, Catellani, 2011)
Affect and voting behaviour• Mood: positive mood favours heuristic processing (e.g.
Bagozzi, Gopinath & Nyer, 1999) [Prof. Moy & Prof. Brandts]
• Emotions: emotions towards candidates (see e.g. Redlawsk, 2006; Neuman, Marcus, Crigler & MacKuen, 2007) and parties (Mari and Rosema, in press) significant predictors of voters’ choice [Prof. Moy]
• Group-based emotions Smith (1993, 1999)?
Motivational factors affecting voting• Relational motives: the desire to affiliate and establish interpersonal
relationships; a need for personal or social identification, solidarity with others, and shared reality
• Epistemic motives: the drive to reduce uncertainty, complexity, or ambiguity; cognitive preference for certainty, structure, order, and/or closure
• Existential motives: the drive to manage threatening circumstances; a personal search for security, self-esteem, and meaning in life
• System justification: motivation to defend, bolster, and justify the status quo; tendency to view current social arrangements as fair, legitimate, and desirable
Jost, Federico and Napier (2009)see also Manzi, Vignoles , Regalia (2006) for identity motives
Ideologies• Coherent set of attitudes and values shared by members
of a social group which underlie and motivate the actions of its members
De Witte, 2004
• Traditionally: Liberal and Conservative
Underlying orientations: • Social Dominance orientation (Pratto et al, 1994)• Right-Wing Authoritarianism (Altemeyer, 1996)• Motivational structures and neurophysiological correlates
(Jost and Amodio, 2011)
Values• Values are hierarchically organised motivational
beliefs which constitute abstract goals and guide the selection or evaluation of actions, policies, people, and events. That is, values serve as standards or criteria (Schwartz, 2005)
• Strong predictors of political orientation (Thoristottir et al, 2007) and vote (Caprara et al. 2006)
Value orientation and voting Caprara et al, 2006
UniversalismSecurity, power, conformity, and tradition
R2 = .16
Self efficacy
• Internal (I am competent when it comes to politics)
• External (The system is responsive to attempts to influence it)E.g. Finkel, 1985
• Collective self efficacy (We can make a difference, e.g. Yeich and Levine,1994)
Psychosocial factors influencing vote
Social Identity Theory (SIT, Tajfel, 1981)
• Social group membership and identification
• Self Stereotyping and Identity Salience• Stereotyping of candidates (McDermott,
1998)
Relative importance of factors
Decisi Indecisi0
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Attitudes towards polit-ical themesEvaluation of the economyCandidates' personali-tiesPolitical AnchorsValuesSociodemographics
ITANES, 2006 in Catellani, 2011
Exercise 2• In groups, identify one quadrant of the model proposed
earlier (Catellani, 2011 based on Rokkan,1982) and propose measures for at least three constructs (15’)
• Compare and evaluate measures among groups looking at the same quadrant, selecting one set of measures for inclusion (15’)
• Pass the resulting instrument to a different group who did not choose the same quadrant (10’)
Evaluating scales: validity ad reliability
• Factor analysisHelps identifying underlying factors measured by a set of items
• Reliability coefficient (Alpha)Provides an indication of the internal consistency of a scale
Predicting intention to vote (or actual vote)
• Logistic regressionUseful to explore the direct influence that one (or more) predictor/s has/have on the variable of interest
• Path Analysis Useful to establish patterns of relationships between predictors of the variables of interest
• Hierarchical Linear ModelingUseful to explore patterns of relationships between predictors, when these are at different – and hierarchically organised - levels
Summary and Conclusion• Voting behaviour is a complex
phenomenon influenced by a series of factors
• Individuals do not necessarily base their decisions on objective and stable judgements
• Psychology in general, and political psychology in particular offers useful insights
Keep in touch
• E-mail s.coen[at]salford.ac.uk• Facebook Sharon Coen • LinkedIn sharon_coen• Twitter coen_sharon