International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
Call for Papers | Fully Refereed | Open Access | Double Blind Peer Reviewed

ISSN: 2319-7064

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Research Proposals or Synopsis | Psychology | India | Volume 12 Issue 10, October 2023

Psycho - Social Factors Influencing Voting Behaviour

B. Pradeep Kumar Anand [2]

Abstract: This study delves into the voting trends within the Indian electorate, shedding light on the relatively low voter turnout in India compared to other democracies worldwide. Employing modern sophisticated tools, this research takes a unique perspective by exploring the personalities of voters to better understand their voting behavior and determine the influences more accurately. This pioneering attempt to comprehend the psycho-social factors influencing voting behavior in the Indian electoral system is groundbreaking. In an election scenario, voters are exposed to a myriad of stimuli related to political candidates, parties, promises, and discussions, prompting selective exposure, perception, and integration processes to form the basis for their voting decisions. The study also draws on the voter turnout theory, highlighting the role of social reference groups and their impact on voter behavior. Furthermore, it emphasizes the underexplored domain of personality traits in explaining political attitudes and voting behavior among the mass public, asserting that personality traits directly influence voting behavior. With the Indian electoral system becoming increasingly dynamic due to diverse societal participation, this research primarily focuses on the psycho-social factors centered around the voter's personality. By examining personality through the DISC personality assessment tool and voting behavior through the theory of planned behavior, the study seeks to discern the connections between personality traits and voting behavior more precisely. The study employs a five-point Likert scale to measure respondents' agreement with statements related to voting behavior. The research's objectives include exploring the influence of a voter's personality on their voting behavior and the influence of specific personality types on various facets of voting behavior. The study's hypotheses posit that voting behavior is influenced by psycho-social factors, particularly personality and attitude, and that different personality types may alternatively affect voting behavior. Employing a non-experimental and exploratory research design, the study plans to employ multinomial logistic regression for statistical analysis. In conclusion, this research contributes to a deeper understanding of the psycho-social factors, specifically the voter's personality, which potentially reflects the quality of the Indian political system. This study aims to elevate our comprehension of this context to a higher standard.

Keywords: Psycho-Social factors, Voting behaviour, Personality, Attitude, Perception, Intention, Social influence, Everything DISC, Theory of planned behaviour, Electoral system

Edition: Volume 12 Issue 10, October 2023,

Pages: 2034 - 2035

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