The queue, one of the many costs of voting.
Voting is certainly a costly norm for the individual voter. There is much to do n life and as has been shown elsewhere, voting is more than likely to have a very small payoff. The man who merely cares about the expected pay-offs of his behavior is unlikely to be a man who votes since each vote has so little effect on the general election (). From a purely Benthamite position, it could even be said that voting is irrational with some justice to the topic because of how low the payoffs are compared to the costs of voting. However, ending the investigation here, as all too many who discuss the topic do, would be to end before considering what may be one of the most powerful reasons to vote: allegiance to a group norm.
Voting may certainly be an individually costly norm, but it is also a norm that greatly benefits the success of a group, say Republican or Democratic. The groups that are constituted by individuals who follow the norm of voting come hell or high water will have a much greater chance at winning elections and this will result in those groups that have voting members becoming dominant. If every single Republican were to vote with mechanistic certainty, then Governor Romney would have a much greater chance of winning the election just as President Obama would have a much greater chance of winning. This can be true at the same time as it is true that the expected cost of voting exceeds the expected payoff. Yes it may very well be individually costly to vote, but if one wants to be a member of a winning group in politics, then one needs to adopt the behaviors that help define such a group and one of those behaviors is voting. Of course, people may need a reminder or two that plays on their moral sentiments to vote, and the successful groups will be those that are able to motivate their constituents to go vote despite the costs.
So the question to vote or not becomes less about the individual costs and more about the question of whether one is apart of a group that can benefit from a high election turn-out. So, even though your vote may not matter much, the votes of one's group may very well matter and the success of the group may depend on individuals adopting costly behaviors.