| Sumario: | This paper aims to explore empirically the
potential influence that presidential elec-toral campaigns may exert on the develop-ment of voting decisions. Three dimensions
of this problem are analysed: the most
effective communication resources of a
campaign considering the psychology of
voting, the capacity of campaigns to pro-duce changes on the voting decision and the
role of pre-election opinion polls on voters’
decisions. The obtained data indicate that in
their reconstructed memory of the cam-paigns, the subjects give considerable im-portance to television messages and recog-nize that the campaign affects their initial
voting decision. For a significant proportion
of voters, the results of opinion polls pub-lished during the campaign do have an
effect on voting decisions.
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