Electoral influence is all in the timing

The closer the election the more the views of individuals become influential, a study has found.

Research showed when people made decisions about an election occurring in the distant future, peer group opinions had the most influence. But when the election drew closer, the individuals’ own view held most sway.

“We are always influenced by what other people think, but who influences us most is going to depend on timing”, said lead author Alison Ledgerwood.

The study was conducted in a simulated environment with New York University and UC Davis students.

Read more at University of California, Davis