Elections in Germany are now largely decided by individuals who commit to a party only shortly before the election. Who are these late deciders, and how do they make their choices? Are their decisions irrational and impulsive, or are they, on the contrary, particularly conscientious and therefore delayed? What information do they rely on, and are they especially susceptible to media influences? To answer these and other questions, the authors conducted a multi-method study during the 2009 federal election campaign. In this study, they combine a representative panel survey with a content analysis of the election campaign coverage and a real-time response study of the TV debate.