Intersubjective cultural representations predicting behaviour: The case of political culture and voting

Research has shown that cultural identification is influenced by the congruence between people's personal values and intersubjectively represented cultural values. The current research extended this finding to voter choice and behaviour. We hypothesized that people whose values and attitudes are similar to the collective representations of the political party that an election candidate belongs to would be more likely to vote for that candidate. Also, this relationship would be mediated by party identification. We found support for our hypotheses in two studies, one on the Legislative Council election in Hong Kong and the other on the 2004 US presidential election.