the study of psychological and social factors that influence the electoral decisions of individuals and groups, including emotions, values, beliefs, the influence of the media and society, and party affiliation. This area includes analysis of the motives for participating or refusing to participate in elections, voting trends, public reactions to political rhetoric, and perceptions of candidates and parties. She also focuses on understanding the formation of political views, the influence of political identity and electoral emotions on voter behavior, as well as the interpretation of group trends in elections and strategic voting, which helps to develop campaign strategies and analyze the results of the democratic process.