A Theory of Political Choice Behavior

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The first book to examine voter behavior from both psychological and marketing perspectives, A Theory of Political Choice Behavior provides the tools politicians need to understand today's voter. It puts forth a comprehensive theory of voting behavior and empirically tests it on four recent elections; its prediction rate is as high as 95 percent in some cases. Section A examines the need to understand voter behavior and analyzes the traditional methods researchers have used in the past; Section B puts forth the ...

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Overview

The first book to examine voter behavior from both psychological and marketing perspectives, A Theory of Political Choice Behavior provides the tools politicians need to understand today's voter. It puts forth a comprehensive theory of voting behavior and empirically tests it on four recent elections; its prediction rate is as high as 95 percent in some cases. Section A examines the need to understand voter behavior and analyzes the traditional methods researchers have used in the past; Section B puts forth the author's new theory; Section C tests that theory; and Section D describes its implications for the present and the future. A tested recipe book for public policymakers as well as candidates, their media people, and their campaign strategists on all levels, this volume also includes sample surveys which pollsters can use to design their own polls.

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Product Details

Meet the Author

BRUCE I. NEWMAN is Associate Professor of Marketing at Bernard M. Baruch College of the City University of New York.

JAGDISH N. SHETH is Robert E. Brooker Distinguished Professor of Marketing and Research at the Graduate School of Business, University of Southern California.

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Table of Contents

Section A: Introduction

The Need to Understand Political Choice Behavior

Research Traditions in Voter Behavior

Section B: A Theory of Political Choice Behavior

Description of the Theory

Basis of Choice

Section C: Theory Testing

Measurement of the Theory

Four Tests of the Theory

Section D: Strategies and Trends

Strategic Implications of the Theory

Future Trends

Appendixes

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