A Cross-Cultural Theory of Voter Behavior

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Practical knowledge from the rapidly-emerging field of political marketing

As in large corporations and small companies, the political systems in democratic countries are based on free market principles. The rapid development of democracy and political freedoms has created new and sophisticated psychology-based methods of influencing the way voters choose. A Cross-Cultural Theory of Voter Behavior uses advanced empirical testing to determine whether the behavior of voters in established and emerging democracies around the world is predictable. The results of the testing suggest the theory is a ground-breaking cross-cultural model with theoretical and strategic global implications. This unique book examines the many facets of political marketing and its direct relationship with the voter. A comprehensive theory meticulously tested in the dynamic political waters of the U.S. and Europe, this text bridges the latest theoretical developments in the emerging and advanced democracies. A Cross-Cultural Theory of Voter Behavior offers an innovative and seldom seen international perspective that integrates up-to-date literature in political science with advanced political marketing to provide readers with useable, unified information. In addition, the text is replete with detailed references and illustrated with a wealth of informative tables and graphics to made pertinent data accessible and easily understood.

Some of the topics discussed in A Cross-Cultural Theory of Voter Behavior include:

• Politics in an age of manufactured images
• The decline of social cleavage voting
• Partisanship and party identification
• Candidate-centered politics
• Political cognition
• Social categorization of politicians
• The role of advertising and emotion
• Economic vs. political marketing
• Marketing orientation in political campaigns
• Traditional models of voter behavior
• The Newman and Sheth Approach
• And many more!

An ideal text for students, academics, and researchers, the information presented in A Cross-Cultural Theory of Voter Behavior is also a vital resource for political practitioners such as consultants, candidates, lobbyists, political action committees, fund-raisers, pollsters, government officials, ad specialists, journalists, public relations executives, and congressional aides.
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What People Are Saying

Stephan C. Henneberg
Covers important aspects of how marketing techniques in politics influence the formation of voters' attitudes. . . . Contributes significantly to our understanding of voter behavior. . . . Cwalina, Falkowski, and Newman present new research insights and their work enhances our understanding of political marketing on the one hand, and of determinants of decision-making by voters on the other. Especially the reinterpretation of existing models of voting behavior represents a significant contribution to psephology. (Dr. Stephan C. Henneberg, Senior Lecturer (Associate Professor) in Marketing, Manchester Business School, Manchester, UK)
Martin Evans
A THOROUGH EXPOSITION OF POLITICAL MARKETING. . . . Provides robust statistical evidence for the conclusions, the next stage might be to explore some of the issues in greater depth through insightful qualitative research. . . . Should not only be read by scholars of political marketing but also by policy makers and anti 'spin' pressure groups. (Martin Evans, Senior Fellow, Cardiff Business School, UK)
Phil Harris
This book PULLS TOGETHER SOME OF THE BEST THINKING AND LEADING RESEARCH IN THE WORLD ON PSYCHOLOGY, voter choice and consumption and applies it to the political market perfectly. For anybody wishing to study the best in cutting edge research on political campaigning and voter choice this is the book. Well done Cwalian, Falkowski and Newman for pulling this off. (Professor Phil Harris, Head of the Department of Marketing, School of Business, University of Otago)
Kosta Gouliamos
CROSS-CULTURAL THEORY OF VOTER BEHAVIOR" . . . Scientifically based models to analyze the accelerating phenomena of sophisticated political campaigns. . . The authors provide a comprehensive, interdisciplinary account of intercultural approach of voter behavior as it has evolved over the past years. . . An INVIGORATING . . . The reconstruction of Newman's model of voter's choice behavior sets out a convincing case for discarding any one-dimensional perspective on the complex and challenging problems facing the modern political campaigns in democratic societies. . . . (Prof. Kosta Gouliamos, PhD, Vice Rector, Cyprus College)
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Product Details

  • ISBN-13: 9780789027351
  • Publisher: Taylor & Francis
  • Publication date: 11/1/2007
  • Pages: 262
  • Product dimensions: 6.00 (w) x 8.60 (h) x 0.90 (d)

Meet the Author

Wojciech Cwalina, PhD, is a Professor in the Department of Marketing Psychology at the Warsaw School of Social Psychology in Poland and a marketing specialist and media advisor in Polish political campaigns. He is the author of Television Political Advertising and Political Marketing (with A. Falkowski), and numerous articles and book chapters. Dr Cwalina was awarded the Domestic Grant for Young Beneficiaries by the Foundation for Polish Science and is a member of the Polish Association of Social Psychology and the Polish Political Marketing Association. He is also member of editorial board Journal of Political Marketing.

Andrzcj Falkowski, PhD, is a Professor in and Chairman of the Department of Marketing Psychology at the Warsaw School of Social Psychology in Poland. The author of many books, article, and chapters—including Branding and Advertising and Cognitive Applied Psychology: Marketing and Advertising—Dr. Falkowski is a Fulbright Scholar and Ministry of Education Award recipient. A member of the International Society for Ecological Psychology and the Association of Consumer Research, he is also Advisory Editor for the Handbook of Political Marketing and the Handbook of Psychology.

Bruce I. Newman, PhD, is a leading expert in Political Marketing. The author of Marketing the President, seven other books, and numerous scholarly and popular articles on political marketing and consumer psychology, he is the Founding Editor-in-Chief of the Journal of Political Marketing. A former advisor to the White House and recipient of the Ehrenring from the Austrian Advertising Research association, Dr. Newman is Professor of Marketing at DePaul University.
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Table of Contents

Acknowledgments     ix
About the Authors     x
Introduction     1
Politics in an Age of Manufactured Images     7
Decline of Social Cleavage Voting     9
Decline of Partisanship and Party Identification     11
Candidate-Centered Politics     16
How Are Political Images Manufactured?     18
Political Cognition     25
Constructivism and Realism     25
Social Categorization of Politicians     34
The Role of Emotion in Politics     54
Political Marketing     57
Economic versus Political Marketing     59
Marketing Orientation in Political Campaigns     63
The Process of Political Marketing according to Phillip B. Niffenegger     65
A Model of Political Marketing according to Bruce I. Newman     71
Traditional Models of Voter Behavior     85
Sociological Approach     85
Social Psychological Approach     90
Economic Approach     95
Multidimensional Models of Voter Behavior     104
A Model of Voter's Choice Behavior: A Newman and Sheth Approach     113
Model Description     113
Primary Election in Illinois (U.S.) in 1980: Reagan versusAnderson     117
U.S. Presidential Election in 1996: Clinton versus Dole     120
U.S. Presidential Election in 2000: Bush versus Gore     125
Parliamentary Election in Slovenia in 2000     129
Presidential Election in Poland in 2000: Kwasniewski versus Olechowski     134
Comparative Analysis of Predictive Model of Voter's Choice Behavior and Traditional Models     142
Predictive Models of Voter Behavior: A Reinterpretation of Newman's Approach     147
Emotional Feelings as a Predictor of Voter Behavior     148
Media in Election     149
Sequential Model of the Influence of Political Advertisements     153
Structural Equation Models of Voter Behavior: A Constructivist Approach     156
Structural Equation Models of Voter Behavior: A Realistic Approach     177
Comparative Analysis of Models of Voter Behavior in Established and Developing Democracies     185
Practical Implications for Marketing Strategy     192
Constructive Mind: Political Marketing, Freedom, and Democracy     195
Constructive Information Society     195
"Laboratory World" of Cognitive Psychology and Political Marketing     197
Resistance to Voting Manipulation     205
Freedom in Democratic Nations: A Paradox      212
References     219
Index     233
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