Article

Marketing Letters

, Volume 23, Issue 2, pp 391-403

Marketing and politics: Models, behavior, and policy implications

Session at the 8th Triennial Choice Symposium
  • Brett R. GordonAffiliated withGraduate School of Business, Columbia University
  • , Mitchell J. LovettAffiliated withSimon Graduate School of Business, University of Rochester Email author 
  • , Ron ShacharAffiliated withArison School of Business, Interdisciplinary Center (IDC)
  • , Kevin ArceneauxAffiliated withDepartment of Political Science, Temple University
  • , Sridhar MoorthyAffiliated withRotman School of Management, University of Toronto
  • , Michael PeressAffiliated withDepartment of Political Science, University of Rochester
  • , Akshay RaoAffiliated withCarlson School of Management, University of Minnesota
  • , Subrata SenAffiliated withSchool of Management, Yale University
  • , David SobermanAffiliated withRotman School of Management, University of Toronto
    • , Oleg UrminskyAffiliated withGraduate School of Business, Columbia UniversityBooth School of Business, University of Chicago

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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.

Keywords

Political marketing Elections Campaigns Advertising