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There are interesting developments of political psychology, particularly in the effort of women in politic arena. Until the mid-year 2007, at least 82 women were recorded following the elections in 232 provincial-level regions and districts level. Out of the above, 26 women (30.76%) registered as a candidate for the leader of region and 57 women (69.24%), registered as a deputy leader of the region, although only eight women who are successfully elected as the leader of region and 11 elected as deputy leaders of regional (Arifin, 2008). With direct elections as happened today, making the candidates should follow the "interest" of voters. Efforts to understand the voter?s behavior, feelings and thinking do not always easy. The old ways by making a donation of material deemed not affect voters more powerful. One possible solution is the assessment needs of the voter. Fullfillness of voter?s needs is not always easy because there are differences of character between communities, genders and individuals that influence their voting behavior. Voting behavior was defined as a voter in the decision to vote for certain candidates in both the legislative and executive elections. In political science, there are two kinds of approaches in analyzing the voting behavior. 1). sociological approach. Person?s background, gender, social class, race, religion, and ideology determine the decision to voting according the approach. 2). psychological approach. In this approach, value, personal qualities of the candidates, issues which developed by candidate and loyalty to the party are influence voter?s choice. Some research shows that there exist different patterns of voting behavior between men and women. Women are more conservative in determining her choosen than men (Inglehart & Norris, 2000). The study involved 90 students (45 women and 45 men). To take data used scenarios about election for leader of region (bupati). Than subyek choose Male or female as a leader, or not vote at all. Each alternative answer to the subjects ...

Scholars and political observers have suggested that television has 'personalized' voting behavior in American presidential elections by encouraging citizens to cast ballots on the basis of candidate image and personality. Though an oft-heard assertion, little solid evidence exists that this is true, and the reinvigoration of partisanship and the persistence of ideological conflict suggest personalization may be less pervasive than supposed. In this paper, I use National Election Studies data to examine whether voters are more concerned with candidates' personal characteristics now than they were at the outset of the television era. I find, however, that voters are no more likely today to mention candidate personality as a reason for their vote choice than they were in the 1950s and 1960s. Moreover, while personality affects voting behavior, its influence on candidate choice is not significantly larger than it was a half-century ago. The results are not contingent on exposure to television or political awareness and are insensitive to different measures of perceptions of candidate image. The findings are consistent with the resurgence of partisan voting in American elections and suggest that some concerns about TV's effects on political judgment are exaggerated. Adapted from the source document.

Abstract. The purpose of this research paper is to review the theories on voting behavior. Apart from providing a brief review of the theories, the main contribution of this research paper lies in drawing a parallel between customer decision-making models of Marketing Management domain in the discipline of Business Administration and invoking the same as a separate theoretical viewpoint here with reference to the voters' decision-making. Finally, the paper gives a model of voting behavior from a cybernetics model perspective wherein the role of social factors as well as personal factors is underlined as to how they influence the individual voter in response to the broader environmental factors like the national and international policy factors.Keywords. Voting behavior, Political parties, Cybernetics.JEL. D72, P20, C70.