Marketing and politics: Models, behavior, and policy implications
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Marketing and politics: Models, behavior, and policy implications Session at the 8th Triennial Choice Symposium Brett R. Gordon & Mitchell J. Lovett & Ron Shachar & Kevin Arceneaux & Sridhar Moorthy & Michael Peress & Akshay Rao & Subrata Sen & David Soberman & Oleg Urminsky
Published online: 24 May 2012 # Springer Science+Business Media, LLC 2012
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 B. R. Gordon Graduate School of Business, Columbia University, New York, NY, USA e-mail: [email protected] M. J. Lovett (*) Simon Graduate School of Business, University of Rochester, Rochester, NY, USA e-mail: [email protected] R. Shachar Arison School of Business, Interdisciplinary Center (IDC), Herzliya, Israel e-mail: [email protected] K. Arceneaux Department of Political Science, Temple University, Philadelphia, PA, USA e-mail: [email protected] S. Moorthy : D. Soberman Rotman School of Management, University of Toronto, 105 St. George Street, Toronto, ON M553E6, Canada S. Moorthy e-mail: [email protected] D. Soberman e-mail: [email protected] M. Peress Department of Political Science, University of Rochester, Rochester, NY, USA e-mail: [email protected]
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Mark Lett (2012) 23:391–403
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. Keywords Political marketing . Elections . Campaigns . Advertising
1 Introduction Political campaigns are some of the most expensive marketing efforts in existence today. Candidates in the 2008 general election spent about US$2.6 billion—a 53 % increase over the last election—on every possible marketing tool, from direct mailings to television advertising to social media (The Economist 2010). Yet, research in marketing and political science is inconclusive on a number of fundamental questions about the marketing of political candidates: How does advertising affect voters (Lau et al. 1999)? How should candidates allocate marketing budgets across campaign activities (Bartels 1988; Gerber a
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