Today I read one of the better explanations for American political apathy: It doesn't pay to pay attention.
Time spent on public affairs competes with time acquiring information on more personal matters -- like the price and quality of cars or houses. In these cases, each of us suffers a direct cost for ignorant decisions -- I may buy a lemon unless I am careful to analyze options ahead of time. In contrast, nobody pays a price for voting ignorantly since the outcome of a major election never hinges on a single ballot. ... As a consequence, it may well be "rational" for individual voters to remain ignorant about public matters.
Bruce Ackerman and James Fishkin, Deliberation Day
You can read more on the economic concept of direct costs and the political science and psychological concept of rational choice.
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