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Political Parties and Their Customers: The Alignment of Party Policies with Supporter, Target and Undecided Market Preferences

  • Jennifer Lees-MarshmentEmail author
  • Edward Elder
  • Lisa Chant
  • Danny Osborne
  • Justin Savoie
  • Clifton van der Linden
Chapter
Part of the Palgrave Studies in Political Marketing and Management book series (Palgrave Studies in Political Marketing and Management)

Abstract

This chapter presents detailed analysis of the +250,000 Vote Compass sample to identify the parties’ alignment with supporters, target markets, and undecided voters. National’s platform was only in line with the views of 40% of their prospective voters, the lowest of the four parties examined while the Greens’ policies were most in line. National’s overall policy platform was not overwhelmingly in line with any demographic, while Labour, NZ First, and the Greens often overlapped on targets such as lower earners though Labour/Greens were stronger on youth and NZ First seniors. The Greens’ policies had the highest alignment with undecided voters, and National the lowest. Labour, the Greens and New Zealand First need to focus on attracting National’s prospective voters and undecided voters rather than each other’s market share, and National have significant work to reformulate an effective relationship with their prospective and undecided voters as well as identifying potential targets.

Keywords

Vote Compass Supporters Target markets Undecided voters Policy alignment 

Reference

  1. Lees-Marshment, J., Y. Dufresne, G. Eady, D. Osborne, C. van der Linden, & J. Vowles. (2015). ‘Vote Compass in the 2014 New Zealand election: Hearing the voice of New Zealand voters.’ Political Science, 67(2): 94–124.CrossRefGoogle Scholar

Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Jennifer Lees-Marshment
    • 1
    Email author
  • Edward Elder
    • 1
  • Lisa Chant
    • 2
  • Danny Osborne
    • 1
  • Justin Savoie
    • 3
  • Clifton van der Linden
    • 3
  1. 1.University of AucklandAucklandNew Zealand
  2. 2.Taupua Waiora CentreUniversity of AucklandAucklandNew Zealand
  3. 3.University of TorontoTorontoCanada

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