The Psychology of Micro-Targeted Election Campaigns

  • Jens Koed Madsen

Table of contents

  1. Front Matter
    Pages i-xix
  2. Jens Koed Madsen
    Pages 1-19
  3. Subjective Beliefs and Behaviour

    1. Front Matter
      Pages 21-21
    2. Jens Koed Madsen
      Pages 23-58
    3. Jens Koed Madsen
      Pages 59-102
    4. Jens Koed Madsen
      Pages 103-133
    5. Jens Koed Madsen
      Pages 135-160
  4. Modelling Individual Voters

    1. Front Matter
      Pages 161-161
    2. Jens Koed Madsen
      Pages 163-185
    3. Jens Koed Madsen
      Pages 187-217
    4. Jens Koed Madsen
      Pages 219-241
    5. Jens Koed Madsen
      Pages 243-262
  5. From Analytic to Dynamic Models

    1. Front Matter
      Pages 263-263
    2. Jens Koed Madsen
      Pages 265-289
    3. Jens Koed Madsen
      Pages 323-346
  6. Back Matter
    Pages 347-395

About this book


This book examines the psychology behind micro-targeted tactics used in election campaigning and the advent of increasingly sophisticated dynamic Agent-Based Models (ABMs). It discusses individual profiling, how data and modelling are deployed to enhance the effectiveness of persuasion and mobilization efforts in campaigns, and the potential limitations of these approaches. Madsen particularly explores how psychological insight and personal data are used to generate individualised models of voters and how these in turn are applied to optimise persuasion strategies tailored to a specific person. 

Finally, the book considers the broader democratic dilemmas raised by the introduction of these tactics into politics and the critical civic importance of understanding how these campaigns function.This timely work offers fresh insights for students and scholars of political psychology, philosophy, political marketing, media, and communications.

Jens Koed Madsen is a senior research assistant at the University of Oxford, UK and a fellow of the Oxford Martin School, The Institute of New Economic Thinking, and St. Catherine’s College. His work focuses on the psychology of persuasion, belief revision, decision-making, and models of complex human-environment models.


Micro-Targeted Campaign election campaign political campaign voter population political conviction belief hierarchy Agent-Based Model ABM MTC individual profiling campaign ethics election campaign budgets US elections UK elections

Authors and affiliations

  • Jens Koed Madsen
    • 1
  1. 1.Oxford Martin SchoolUniversity of OxfordOxfordUK

Bibliographic information

  • DOI
  • Copyright Information The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG 2019
  • Publisher Name Palgrave Macmillan, Cham
  • eBook Packages Behavioral Science and Psychology
  • Print ISBN 978-3-030-22144-7
  • Online ISBN 978-3-030-22145-4
  • Buy this book on publisher's site