Bryon Allen and Chris Wilson's
article in the November/December 2009 Politics Magazine addresses the use of heuristics in defining voter behavior. Allen and Wilson first warn against assuming voters are paying close attention to a campaign and thus acting as a "rational voter." And the authors, likewise, advise not to give voters too little credit, assuming they are "ignorant voters."
Allen and Wilson identify four categories that they call heuristics that can explain voter decision-making:
- Affect -- a quick decision based on an initial reaction to a candidate
- Single Factor -- one criteria, whether a particular issue or relationship with a candidate
- Ideology -- the overall coordination of a candidate
- Authority/Liking -- an endorsement or recommendation of a candidate by an informative source
The authors are quick to point out that a voter's heuristic may change from election to election and candidate to candidate.
