摘要：The decision to vote and choosing among the candidates is a extremely important one with repercussions on everyday life by determining, in global mode, its quality for the whole society. Therefore the whole process by which the voter decide becomes a central concern. In this paper we intend to locate the determinants of the vote decision in the electoral behavior classical theoretical models developed over time. After doing synthesis of classical schools of thought on electoral behavior we conclude that it has been made a journey through the mind, soul and cheek, as follows: the mind as reason in theory developed by Downs, soul as preferably for an actor in Campbell's theory, etc. and cheek as an expression of the impossibility of detachment from social groups to which we belong in Lazarsfeld's theory.
关键词：Electorate; Political Campaign; Political Marketing; Voting Decision; Voting Models
