Marketing of Political Candidates and Voter Choice

Jon Krosnick, Stanford University, USA
Politics is much like business: voters are sold candidates just as consumers are sold products. Advertising is purchased by the bushel to influence voters' preferences among candidates and to share their actions on election day in voting booths. Thus, the parallels to consumer marketing are strong. Consequently, it is of considerable value to the community of researchers interested in understanding consumer marketing and choice to understand how voters choose among candidates and are influenced by campaigns. This talk will summarize the high points of 50 years of research in this area.
[ to cite ]:
Jon Krosnick (2009) ,"Marketing of Political Candidates and Voter Choice", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 104-107.