Keyword: «negative information»

The paper deals with the problem of the explanation of the process of regional elections to the organs of legislative authority in the context of social psychology. The role of the factors, which determine the attitude of voters toward electoral campaign, is examined: control of election campaign, personal special features and behavior of candidates, mechanisms of installations mformation, ideas of voters, cultural context, cognitive processes. The author proposes methods and means to improve the mechanism of selective election of candidates and overcoming of stereotypes.