Popularity-Based Decision-Making and Its Effects on the Electoral Choices of San Beda University–Manila College of Arts and Sciences Student Voters
Carlos Gabriel B. Cruz
Undergraduate Thesis · Batch 2026 · Adviser: Edilberto B. Viray, Jr.
ABSTRACT
Guided by the Elaboration Likelihood Model and Dual Process Theory, surveys 300 student voters on how intuition, emotionality, likability, social influence and trust shape their choices. Reliance on popularity was moderate and unrelated to age, gender, income or year level — but correlated with voting influence at r = 0.95.
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Carlos Gabriel B. Cruz (2025). Popularity-Based Decision-Making and Its Effects on the Electoral Choices of San Beda University–Manila College of Arts and Sciences Student Voters. Undergraduate Thesis · Batch 2026 · Adviser: Edilberto B. Viray, Jr.. https://sanbedaeconomicssociety.org/papers/thesis-cruz/
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