Cut to the Chase of Old Voters’ Shortcuts

Writing in Politico Magazine, Timothy Noah points out two big reasons candidates should pay close attention to how senior citizens make voting decisions: First, seniors are the fastest growing age demographic among eligible voters. Second, old people love to fill out ballots much more than younger people do. It’s estimated that in upcoming elections, one quarter of the electorate will be at least 65 years old. And in the 2016 U.S. elections, about 70% of eligible voters age 65 and above cast votes. In contrast, only about 45% of those ages 18 through 29 did so. A Pew Research Center analysis of ten other countries found similar results in each.
     This doesn’t necessarily mean elderly voters prefer older candidates. But it does mean that the caution and nostalgia associated with aging will assume increasingly greater importance in decisions about candidates’ policies and about proposals on the ballot. Advancing age also increases interest in local issues. The difference between older and younger voting participation is even greater for regional contests than for national ones.
     Old adults are more likely than young adults to use decision making shortcuts, such as selecting a candidate who is good enough rather than perfectly ideal for them. First, compared to younger voters, seniors engage in a higher frequency of maximizing—aiming for the very best candidate. Then they also engage in a higher frequency of satisficing—settling for an acceptable candidate when holding out for the maximum becomes difficult.
     Along with making decisions simpler for their elderly thinking, the dual peaks of maximizing and satisficing help deal with the high distractibility of old age. A set of University of Kentucky studies found that voters of average age 24 years were especially likely to select a candidate by considering the stand each in a large field had taken on a bundle of issues. By contrast, those of average age 72 were especially likely to select the first candidate they came across whose stand on the issues pleased them. In appeals to seniors, candidates benefit by stating positions of high interest to that age demographic and placing less emphasis on other positions.
     For similar reasons of simplicity, repetitive presentation of brief TV and internet ads using rhythmic elements—visual drumbeats—can persuade seniors. Any politician can attest to the value of rhyming jingles. But don’t make the drumbeats too strong or you’ll irritate instead of induce the elderly brain.

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Market by Political Propensity
Retire Impatience with Seniors’ Price Decisions
Tell Seniors to Get Out of Here
Satisfy Seniors Who Satisfice
Drum Up Interest with Drumbeats