Individual choice and voting behaviour

The rise in partisan dealignment and growing trend of voters thinking about how to vote for individualistically more floating voters = more volatility. 

Rational choice theory - voters are no longer committed to a party (party membership significantly decreased) Hold firm views and more rational judgements each GE = short term factors it is selfish model voters make a cost-benefit analysis of opinions choose best one arrested across the UK to desire a winning verdict best for society.

Issue voting - voters more rational about how to cast votes. less restricted by long term factors. scrutinise stable of main parties over key issues voters who reflect more carefully on early policies are more likely to be issue voting.

- voters place one issue above all others, therefore, the vote is…