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How Voters Decide: Information Processing in Election Campaigns (Cambridge Studies in Public Opinion and Political Psychology)

How Voters Decide: Information Processing in Election Campaigns by Richard R. Lau
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“Model 4 further holds that most of the time decision makers are guided by two competing motivations: the desire to make a good decision and the desire to make an easy decision.”
― Lau/Redlawsk, How Voters Decide: Information Processing in Election Campaigns

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