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Conceptualizing usage in voting behavior for political marketing: an application of consumer behavior

Winchester, Tiffany, Hall, John and Binney, Wayne 2016, Conceptualizing usage in voting behavior for political marketing: an application of consumer behavior, Journal of political marketing, vol. 15, no. 2-3, pp. 259-284, doi: 10.1080/15377857.2016.1151126.

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Title Conceptualizing usage in voting behavior for political marketing: an application of consumer behavior
Author(s) Winchester, Tiffany
Hall, John
Binney, Wayne
Journal name Journal of political marketing
Volume number 15
Issue number 2-3
Start page 259
End page 284
Total pages 26
Publisher Taylor & Francis
Place of publication London, Eng.
Publication date 2016-07
ISSN 1537-7857
1537-7865
Keyword(s) consumer behavior
political marketing theory
usage theory
voting choice
Summary Political marketing has borrowed and adapted many terms from mainstream marketing, such as image management (segmentation,targeting, and positioning) and consumer (voter). In marketing, the terms ‘‘user’’ and ‘‘usage’’ have been established, yet their application to political marketing is less clear. This paper analyzes the feasibility and usefulness of usage in the political context. Drawing from the literature on usage, a model is developed and applied to four voting environments: Britain,Australia, Russia, and Belarus. One critical factor that emerges is the concept of choice, whereby the voter may chose to indicate their preference for one party yet be forced to use a different party as chosenby collective choice. Another issue is the potential for habitual voting behavior to limit decision making. It is concluded that usage needs to be contextualized specifically for political marketing.
Language eng
DOI 10.1080/15377857.2016.1151126
Field of Research 1505 Marketing
1606 Political Science
Socio Economic Objective 0 Not Applicable
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2016, Taylor & Francis Group, LLC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30091651

Document type: Journal Article
Collection: Deakin Graduate School of Business
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