The predictive value of motive imagery on political decision making

Abstract

In psychology it has long been understood that decision making has a motivational aspect. Individual preference is a powerful force in the democratic process but the motivational basis of political decision making is still relatively unclear. Based on Atkinson’s expectancy value model, the influence of motive usage and expectancy on the expected influence of political candidates is analyzed in three studies. It is expected that candidates are rated higher on motives that they promote and that a higher expectancy value results in higher ratings as well. Results show partial support for the hypotheses. Limitations and future directions are discussed.