APPLICATION OF THE NEWMAN AND SHETH MODEL (1985) OF VOTING BEHAVIOUR IN UNDERSTANDING ELECTORAL DECISION-MAKING AMONG VOTERS: A CASE OF NAKURU COUNTY, KENYA

Abstract

Voters in many democratic nations make their political decisions based on norms, values, identities among other complex factors. This study sought to apply Newman and Sheth Model (1985) of voting behaviour in Nakuru County, Kenya. Newman and Sheth (1985) developed issues and policies, social imagery, candidate image, current events, personal events, emotional feelings and epistemic issues as major factors that influence political choices for voter. This study adopted a mixed methods approach with embedded research design. The quantitative data was collected by using researcher designed questionnaires derived from Newman and Sheth Model while the qualitative data was obtained using the use researcher’s designed interview guides to back up the quantitative data collected. A pilot study conducted ensured the reliability of the tools. The study applied multistage sampling procedure. A sample size of 400 participants was selected from 1,054,856 registered voters using Taro Yamane’s formula. The quantitative data was analyzed using SPSS Version 25, with descriptive statistics, like frequency, percentage, mean, and standard deviation being applied.  The qualitative data was analyzed and embedded in the quantitative data with inferences done appropriately out of the findings. The various demographic characteristics provided rich data. The results indicated that the factors in the Newman and Sheth model influenced the voting behaviour of the voters differently. The measures ranged from strong to mild influence. Issues and policies (mean= 4.2615), current issues (mean=4.0191), social imagery (mean= 3.6129), candidates image (mean= 3.), emotional feelings (3.3852), epistemic issues (mean= 3.1276) and personal events (mean= 2.7844). This study allows for a deeper understanding of the underlying motivations that drive electoral choices beyond surface-level assumptions of ethnic loyalty or party allegiance. Insights from the study can inform political parties, policymakers, and civic educators in fostering issue-based politics, enhance democratic participation, and reduce reliance on divisive identity politics.