Voter Apathy and 'Rational' Ignorance: Perspectives of the UK 2001 General Election

Public choice ana lysis of voting predicts apathy and rational ignorance. Transactions cost analysis forms predictions on the basis of systematic responses to low-cost signals that serve to reduce decision-making costs. Public choice analysis is premised only on instrumental rationality; a transactions cost analysis includes analysis of intrinsic motivation, ie. analysis of 'consumption' benefits derived from participation in a political process. Predictions drawn from each approach are tested with reference to behaviour in the 2001 UK General Election. Evidence is consistent with the prediction that, ceteris paribus, individuals rely on low-cost signals and that individuals respond systematically according to the nature of the transaction ('consumption' or 'investment'). Responses differ predictably when deciding 'whether to vote' and when deciding 'how to vote'. The choice of analytical framework has important implications when evaluating democratic political processes