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Voting advice applications : the influence of the result-visualization approach on party choice

Harks, Laura C.G. (2020) Voting advice applications : the influence of the result-visualization approach on party choice.

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Abstract:In recent years, voting advice applications (VAAs) have increased in popularity. This study examines the influences of different result-visualization approaches of VAAs on party choice for three approaches: bar-chart, two-dimensional political space, and spider diagram. The influences are examined in terms of demographic and cognitive characteristics of users, by conducting a survey experiment. Within this survey experiment, respondents were asked about their party choice after seeing several result-screens. I hypothesized that the bar-chart approach would exert the smallest influence on party choice. Results of the survey experiment, with a slightly high educated, young, female sample, showed that in fact, deviation from initial party choice was highest for the two-dimensional political space approach. Furthermore, I found that those who are younger are, as hypothesized, more likely to be influenced. Moreover, analysis showed that the highest educated respondents are more likely to be influenced. Unlike the hypothesis, I found that males were influenced less. Considering the cognitive characteristics of respondents, it was found that those with low internal political efficacy and initial leftwing voters, unlike the hypotheses, are less likely to be influenced. Regarding vote certainty, it was, as hypothesized, found that those with low vote certainty are more likely to be influenced. Through gaining understanding in which aspects affect which users, VAAs can ultimately be optimized in their design.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general, 88 social and public administration, 89 political science
Programme:Management Society and Technology BSc (56654)
Link to this item:http://purl.utwente.nl/essays/82258
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