Abstract
ABSTRACT Support for school taxes is difficult to obtain. Many voters are without public school students, have little contact with schools, and depend on mass media for information. Prior research indicates perceptions affecting voter support include: (1) community benefits of public schools, (2) system performance, (3) tax equity and (4) social responsibility. Using data from a survey of registered voters with 184 respondents without children in public schools, this paper assesses the impact of school system versus mass media sources of information on the relationship of these perceptions and to willingness to support a tax increase. Overall, findings support a performance-based, equity model of generalized exchange independent of either information source.
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