Electoral Psychology is the study of how psychological factors influence voting behavior and political decision-making. It examines how emotions, beliefs, and social identities shape voters' preferences and choices during elections. Researchers analyze the impact of campaign strategies, media coverage, and candidate characteristics on public opinion. This field also explores the role of group dynamics and individual differences in shaping political attitudes. Factors such as partisanship, cognitive biases, and social identity can significantly affect how people perceive candidates and issues. Understanding these psychological elements helps explain why voters behave the way they do in democratic elections.