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An effortful and comprehensive way of making voting decisions by carefully considering all available information, arguments, and evidence. More likely to happen with higher personal relevance or motivation.

When voters make decisions based on what they believe a candidate will do in the future. This forward-looking approach can be influenced by campaign promises, projected plans, and anticipated policies.

The concern among voters that voting for a less popular party or candidate may not make a difference in the election outcome, which can lead individuals to vote strategically rather than according to their true preferences.

A voter's psychological attachment to a political party, which strongly influences voting choices and loyalty, often leading individuals to vote consistently for their preferred party.

The process where voters look back on a candidate's or party's past performance when deciding how to vote. Rewarding or punishing incumbents based on their record is a common influence.

The discomfort experienced when holding two or more conflicting cognitions. Voters tend to select information that aligns with their beliefs and may avoid information that creates dissonance, ultimately influencing their voting decisions.

This suggests that individuals strive for a positive self-concept as part of social groups. In politics, voters may align with groups or parties that they feel best enhance their social identity, thus influencing their voting behavior.

A mental shortcut by which voters make decisions quickly using readily available information, such as party labels or candidate appearance, which can over-simplify complex decisions.

The phenomena where certain political parties are recognized as better able to handle particular issues. Voters may base their decisions on which party they believe is more competent in areas they prioritize.