The Reasoning Voter : Communication and Persuasion in Presidential Campaigns

by Samuel L. Popkin

Book Details

Format Hardback or Cased Book

ISBN-10 0226675440

ISBN-13 9780226675442

Publisher The University of Chicago Press

Imprint University of Chicago Press

Country of Manufacture GB

Country of Publication GB

Publication Date Oct 1st, 1991

Print length 332 Pages

Weight 539 grams

Dimensions 2.30 x 1.60 x 0.20 cms

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The Reasoning Voter is an insider's look at campaigns, candidates, media, and voters that convincingly argues that voters make informed logical choices. Samuel L. Popkin analyzes three primary campaigns--Carter in 1976; Bush and Reagan in 1980; and Hart, Mondale, and Jackson in 1984--to arrive at a new model of the way voters sort through commercials and sound bites to choose a candidate. Drawing on insights from economics and cognitive psychology, he convincingly demonstrates that, as trivial as campaigns often appear, they provide voters with a surprising amount of information on a candidate's views and skills. For all their shortcomings, campaigns do matter.

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