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

journal contribution
posted on 2016-07-01, 00:00 authored by Tiffany Winchester, J Hall, Wayne Binney
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 chosen
by 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.

History

Journal

Journal of political marketing

Volume

15

Issue

2-3

Pagination

259 - 284

Publisher

Taylor & Francis

Location

London, Eng.

ISSN

1537-7857

eISSN

1537-7865

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2016, Taylor & Francis Group, LLC

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