BRUCE I. NEWMAN is Associate Professor of Marketing at Bernard M. Baruch College of the City University of New York.JAGDISH N. SHETH is Robert E. Brooker Distinguished Professor of Marketing and Research at the Graduate School of Business, University of Southern California.

• Section A: Introduction The Need to Understand Political Choice Behavior Research Traditions in Voter Behavior Section B: A Theory of Political Choice Behavior Description of the Theory Basis of Choice Section C: Theory Testing Measurement of the Theory Four Tests of the Theory Section D: Strategies and Trends Strategic Implications of the Theory Future Trends Appendixes

BRUCE I. NEWMAN is Associate Professor of Marketing at Bernard M. Baruch College of the City University of New York.JAGDISH N. SHETH is Robert E. Brooker Distinguished Professor of Marketing and Research at the Graduate School of Business, University of Southern California.

• Section A: Introduction The Need to Understand Political Choice Behavior Research Traditions in Voter Behavior Section B: A Theory of Political Choice Behavior Description of the Theory Basis of Choice Section C: Theory Testing Measurement of the Theory Four Tests of the Theory Section D: Strategies and Trends Strategic Implications of the Theory Future Trends Appendixes

BRUCE I. NEWMAN is Associate Professor of Marketing at Bernard M. Baruch College of the City University of New York.JAGDISH N. SHETH is Robert E. Brooker Distinguished Professor of Marketing and Research at the Graduate School of Business, University of Southern California.

• Section A: Introduction The Need to Understand Political Choice Behavior Research Traditions in Voter Behavior Section B: A Theory of Political Choice Behavior Description of the Theory Basis of Choice Section C: Theory Testing Measurement of the Theory Four Tests of the Theory Section D: Strategies and Trends Strategic Implications of the Theory Future Trends Appendixes