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Political behavior is the result of innumerable unnoticed forces and conscious deliberation is often a rationalization of automatically triggered feelings and thoughts. Citizens are very sensitive to environmental contextual factors such as the title President preceding Obama in a newspaper headline, upbeat music or patriotic symbols accompanying a campaign ad, or question wording and order in a survey, all of which have their greatest influence when citizens are unaware. This book develops and tests a dual-process theory of political beliefs, attitudes, and behavior, claiming that all...

'The book is a good introduction, with practical examples and suggestions as to log-log plotting. There is even a footnote reminding one of the basic arithmetic of logarithms! There are examples, validity studies and several suggestions as to the value of line marking as a questionnaire response mode. In all a valuable informative addition to an important series.' -- Quantitative Sociology Newsletter

When citizens think about political leaders, groups and issues, their feelings bias how information is encoded, evaluated and acted upon.

An information processing approach to how citizens make important political decisions