Binary choice models fail to capture the strength of one's preferences. An attempt is made to measure the context and environment which influence choice. Union elections provide some insight into the process because the electorate may vote either for or against a particular union. The roles that general sentiments as well as specific preferences play in an election can be examined. Negative sentiment dominates the positive and apathy in affecting the election outcome. In the case of union elections the administrative process does not appear to have an impact.
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