The effect of enduring,situational, and response involvement on preference stability in the context of voting behavior

A conceptual model of the relationships between enduring, situational, and response involvement is proposed and tested in the context of decision-making associated with a political election. Specifically, the model concerns relationships between involvement, knowledge, confidence, and the stability of preference for a specific candidate over time. Empirical support for the proposed model is found, and implications for involvement researchers and political marketers are offered.