The first book to examine voter behavior from both psychological and marketing perspectives, A Theory of Political Choice Behavior provides the tools politicians need to understand today's voter. It puts forth a comprehensive theory of voting behavior and empirically tests it on four recent elections; its prediction rate is as high as 95 percent in some cases. Section A examines the need to understand voter behavior and analyzes the traditional methods researchers have used in the past; Section B puts forth the author's new theory; Section C tests that theory; and Section D describes its implications for the present and the future. A tested recipe book for public policymakers as well as candidates, their media people, and their campaign strategists on all levels, this volume also includes sample surveys which pollsters can use to design their own polls.