Despite decision science have increased our understanding of
human decision-making in different contexts, voters’ decision has
been studied less from this point of view. Therefore, we
investigated, how electorate- and candidate-related factors affect
electorate’s (N=1334) valuation to the Prime Minister candidates
(N=11) on the multiparty democracy. Electorates valuated
candidates individually and through pairwise candidate comparison.
We collected the data by using anonymous questionnaire and sent it
via mass emailing and social media. We applied linear mixed-effects
and Bayesian network models to analyze the data. Electorate-related
variable Valence and candidate-related variables Trustworthiness
and Righteousness was found as the strongest main effects. The
pairwise analysis comparison highlighted voters’ personal
characteristic. In particular, the interactions associated to valence,
arousal and gender had high effect only in pairwise comparisons.
Our results suggest that the pairwise comparisons - which is typical
for elections, e.g., in USA - highlights the importance of emotional
and gender-related factors.