Marketing and politics

Models, behavior, and policy implications: Session at the 8th Triennial Choice Symposium: Session at the 8th Triennial Choice Symposium

Brett R. Gordon, Mitchell J. Lovett, Ron Shachar, Kevin Arceneaux, Sridhar Moorthy, Michael Peress, Akshay R Rao, Subrata Sen, David Soberman, Oleg Urminsky

Research output: Contribution to journalArticle

13 Citations (Scopus)

Abstract

The American presidential election is one of the largest, most expensive, and most comprehensive marketing efforts. Despite this fact, marketing scholars have largely ignored this campaign, as well as thousands of others for congresspersons, senators, and governors. This article describes the growth of interest in research issues related to political marketing. This emerging research area lies at the crossroads of marketing and political science, but these fields have developed largely independent of one another with little cross-fertilization of ideas. We discuss recent theoretical, empirical, and behavioral work on political campaigns, integrating perspectives from marketing and political science. Our focus is on (1) the extent to which paradigms used in goods and services marketing carry over to the institutional setting of political campaigns, (2) what changes are necessary in models and methodology to understand issues in political marketing and voter behavior, and (3) how the special setting of politics may help us gain a better understanding of certain topics central to marketing such as advertising, branding, and social networks.

Original languageEnglish (US)
Pages (from-to)391-403
Number of pages13
JournalMarketing Letters
Volume23
Issue number2
DOIs
StatePublished - Jun 1 2012

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Policy implications
Symposium
Marketing
Political marketing
Political Science
Political campaigns
Branding
Social networks
Presidential elections
Vote
Services marketing
Research issues
Methodology
Paradigm

Keywords

  • Advertising
  • Campaigns
  • Elections
  • Political marketing

Cite this

Marketing and politics : Models, behavior, and policy implications: Session at the 8th Triennial Choice Symposium: Session at the 8th Triennial Choice Symposium. / Gordon, Brett R.; Lovett, Mitchell J.; Shachar, Ron; Arceneaux, Kevin; Moorthy, Sridhar; Peress, Michael; Rao, Akshay R; Sen, Subrata; Soberman, David; Urminsky, Oleg.

In: Marketing Letters, Vol. 23, No. 2, 01.06.2012, p. 391-403.

Research output: Contribution to journalArticle

Gordon, Brett R. ; Lovett, Mitchell J. ; Shachar, Ron ; Arceneaux, Kevin ; Moorthy, Sridhar ; Peress, Michael ; Rao, Akshay R ; Sen, Subrata ; Soberman, David ; Urminsky, Oleg. / Marketing and politics : Models, behavior, and policy implications: Session at the 8th Triennial Choice Symposium: Session at the 8th Triennial Choice Symposium. In: Marketing Letters. 2012 ; Vol. 23, No. 2. pp. 391-403.
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