Psycho - Social Factors Influencing Voting Behaviour

This study delves into the voting behaviour in the context of Indian electorate, shedding light on understanding it in the relatively new dimension, where the focus is primarily on psychological factors and social factors (demography) influencing the voting behaviour, which further sheds light on understanding the broader issues, like low voter turnout in India compared to other democracies worldwide, understanding of opinion polls and exit surveys and other evolving unethical Influences which are centred around mental process of voters cognition, which could create a new dimension of understanding the need for neuro rights of the voters, where the motive of free and fair elections can be achieved. This pioneering attempt to comprehend the psycho -social factors influencing voting behaviour in the Indian electoral system is groundbreaking as it has never been attempted before. 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 behaviour. Furthermore, it emphasizes the under explored domain of psychological and social factors in explaining political attitudes and voting behaviour among the mass public from relative unexplored dimensions, asserting that psychological traits directly influence the voting behaviour. With the Indian electoral system becoming increasingly dynamic due to diverse societal participation and steadily growing influential factors the need for study arises strongly, This research attempt is being carried forward by examining personality through the DISC personality assessment tool and quantifying the voting behaviour through the theory of planned behaviour questionnaire, the study seeks to discern the connections between demographic variables, personality traits and voting behaviour (intention). The components of voting behaviour were formed on the pivotals of theory of planned behaviour (TBH) such as behaviour beliefs, control beliefs and normative beliefs which more precisely create assessment area of voting behaviour intention. The study employs questionnaire with a five -point Likert scale to measure respondents' agreement with statements related to voting behaviour. The research's objectives include exploring the influence of a voter's personality and demographic variables on their voting behaviour and the influence of specific personality types on various facets of voting behaviour. The study's hypotheses posit that voting behaviour is influenced by psycho -social factors, particularly personality and demographic variables, and that different personality types may alternatively influence the voting behaviour intention. In conclusion, this study aims to elevate our comprehension of this context to a higher standard.