By Elihu Katz, Yael Warshel
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Extra resources for Election Studies: What's Their Use?
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These analyses could also explore the different directions and different time lags at which the causaliq operates. Ceremonial, Ritttal Independent Variables Quite neglected in electoral studies (and in the study of most other social science dependent variables) is how rituals, the ceremonial aspects of social life, affect voting. Election campaigns involve a series of rituals beginning with the candidates' denial of interest and then their struggle for and acceptance of the nomination, ending with the election night victory or concession speech.
Basic research yields are likely to accelerate because those engaged in election studies are becoming more aware of these possibilities and more sophisticated in exploiting them. An example of a basic research advance is the question of positiveinegative asymmetry, which has received renewed attention since the "framing" concept proposed in Tversky and Kahneman's (1981) prospect theory, the Peeters et al. (1992) work on positivity biases, and the McCuire and McCuire (1992)investigation of cognitive versus affective positivity.
Still another category of personal variables that deserve inclusion in the experimental design of election studies are typologies, which are currently popular in advertising/marketiw research on psychographics, lifestyle analysis, and market segmentation. This research has identified interesting typologies for partitioning the American public that deserve further investigation in election studies. ). Such questions do not demand answers in the present undertaking because my basic aim is not to classify independent variables into neat, mutually exclusive cubbyholes but rather to construct a thoughtgenerating structure to serve as a diversifying mechanism for suggesting a wide variety of promising hypotheses and theories.
