Political Psychology

Why do political parties spend so much money on the roadside signs that do no more than tell you the candidates name and party affiliation in party colours? Over and over and over. What is the thinking behind these signs?

Are they trying to influence the undecided who enter the polling booth without a clue how to vote, hoping the recognition of their candidates name will spur the politically active but otherwise totally ignorant to vote for theirs? The party affiliation is on the ballot so it can't be that.

I'm beginning to think it's more about group psychology: "Rah! rah! Our side is going to win!" Sort of like the pep rallies in high school, only much more involved and expensive. But it seems an awful lot of effort and money to "rally the troops". For example, who says to himself "My side didn't put up as many signs and the other parties, so I'm disheartened and won't bother to vote"?

Worse yet, how many voters decide based on how many signs they see: "Gee the Conservatives have way more banners (or bigger ones or prettier ones) so I'm going to vote for them"? Is that constituency large enough to justify the expenditure, at least in close ridings? Are these the critical voters who decide the really close elections?

I'd better stop thinking about these signs; it's starting to worry me.