 To interpret voting behavior both political science and psychology expertise were necessary and therefore the field of political psychology emerged including electoral psychology .Political psychology researchers study ways in which affective influence may help voters make more informed voting choices, with some proposing that affect may explain how the electorate makes informed political choices in spite of low overall levels of political attentiveness and sophistication.Conversely, Bruter and Harrison suggest that electoral psychology encompasses the ways in which personality, memory, emotions, and other psychological factors affect citizens' electoral experience and behavior.