Understanding Voter Vengeance

Abstract

This article proposes that, in electoral contexts, decision makers may experience a desire for vengeance or a desire to “get even” with an entity, such as a political candidate, in response to a perceived wrongdoing. This article draws on research from the domains of psychology and sociology to develop a theoretical framework for examining factors that may influence the extent to which voters exact revenge on political candidates with their voting behavior. The results of 3 experiments are reported in which voters are shown to exact revenge on a candidate who has won an earlier round of elections by defeating a favored candidate. This process is mediated by damage to self‐identity and is strengthened by perceived share of blame attributed to the perpetrator candidate. This research shows how vengeful voters are delighted when a perpetrator candidate later performs poorly while in office. This research also shows how making salient a shared affiliation with the perpetrator candidate (such as race or university major) can attenuate vengeful voting behavior. The research builds on a growing body of work that explores negative and potentially counterproductive emotions in choice contexts.