A Cross-Cultural Theory of Voter Behavior

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The rapid development of democracy and political freedoms has created new and sophisticated psychology-based methods of influencing the way voters choose, as well as political systems based on free market principles. 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, partisanship and party identification, candidate-centered politics, political cognition, social categorization of politicians, the role of advertising and emotion, among others.

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: 9780789027368
  • Publisher: Taylor & Francis
  • Publication date: 11/1/2007
  • Pages: 262
  • Product dimensions: 5.90 (w) x 8.20 (h) x 0.70 (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 a member of the editorial board of the 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, articles, 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. About the Authors. Introduction. Chapter 1. Politics in An Age of Manufactured Images. Chapter 2. Political Cognition. Chapter 3. Political Marketing. Chapter 4. Traditional Models of Voter Behavior. Chapter 5. A Model of Voter’s Choice Behavior: A Newman and Sheth Approach. Chapter 6. Predictive Models of Voter Behavior: A Reinterpretation of Newman’s Approach. Chapter 7. Constructive Mind: Political Marketing, Freedom, and Democracy. References. Index.

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