This paper explores how behavioral finance provides critical insights into the psychological mechanisms that shape voter behavior during electoral campaigns—particularly when economic narratives are central to political messaging. While economic decision-making is often assumed to be rational, behavioral finance research reveals that emotions, framing effects, and mental shortcuts (heuristics) significantly influence how individuals perceive financial reality.

In the context of political campaigns—especially those infused with emotionally charged content, symbolic financial gestures, and carefully crafted promises—voters may respond more to how messages make them feel than to their factual content. Campaigns that emphasize immediacy, celebration, and emotional connection—often through cultural icons or familiar figures—can shape public perceptions of economic well-being without altering underlying economic fundamentals.

Using Albania’s ongoing electoral cycle as a contextual backdrop, this study analyzes how political marketing strategies—such as one-time financial bonuses, high-visibility public events, and emotionally resonant media—interact with behavioral biases to influence voter sentiment. Without issuing political judgment, the paper focuses on how these tools may frame perceived financial reality and, in turn, shape voting preferences.

The study aims to contribute to the growing academic dialogue on behavioral finance in democratic processes, emphasizing the role of voter awareness, emotional intelligence, and financial literacy in interpreting economic messaging during politically charged periods.