The article is devoted to the study of the factors of electoral (non)participation of citizens in the context of the theory of rational choice. The author pays the main attention to the variables that make it possible to calculate the potential effectiveness of voting for a particular citizen, including the probability of the decisive vote, benefits from voting, and losses from voting. The author emphasizes that, according to the theory of rational choice, citizens make simple calculations to determine whether it is appropriate to vote, taking into account the abovementioned variables. According to the model of rational choice, for the vast majority of citizens, voting is completely irrational, since the weight of one vote is insignificant, the benefits of voting are negligible, and the costs are quite significant. However, most voters spend the resources to show up at the polling station on polling day and cast their own single vote for their preferred candidate. In this case, the paradox of voting arises and the limitations of the theory of rational choice are revealed. The author highlights that several additions or variations of the theory have been presented by the scientific community. In particular, among them, the positive decision to vote is explained by the desire to support the functioning of democratic processes; a sense of civic duty; a desire to minimize maximum losses; faith in the decisive vote; mobilization efforts of politicians; minimal expenses for the voter; a conviction that calculations are impractical. Each amendment is characterized by both advantages for understanding electoral behavior in the context of the theory, and disadvantages, which often come down to ignoring the fundamental variables of the theory and giving the psycho-emotional factor an exceptionally prominent place. The author points out that a reassessment of the initial values of the theory, namely the probability that the single vote will become decisive and the cost of the spent voter`s resources, can lead to a completely new interpretation of the theory and scientific results.