Revisiting the voter as consumer analogy: an examination of Ghanaian voters decision-making process

The political marketing literature likens voters to consumers. It suggests some commonalities between consumers and voters such as their emotions, thought processes, and behavioural responses to marketing stimuli. What is yet to be examined is whether or not the voter decision-making process can also be likened to the consumer purchase decision-making process in a commercial setting. Thus, this study sought to examine Ghanaian voters’ decision-making process using a consumer decision-making model (The EKB model). A cross-sectional survey was carried out involving 500 respondents drawn from the Greater Accra, Bono and Central regions of Ghana. Hypotheses were tested using Structural Equation Modelling (SEM). The findings indicate that all the five variables of the model—voter needs, information seeking, availability of alternatives, reference groups, and performance of candidates/party have a significant positive influence on voter decision making leading to voting choices. The application of the EKB model to examine the voter decision-making process adds fresh knowledge to the existing literature on political marketing and consumer behaviour.