A Theory of Political Choice Behavior

by Bruce I. Newman, Jagdish N. Sheth

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.

Product Details

ISBN-13:	9780275921873
Publisher:	Bloomsbury Academic
Publication date:	01/19/1987
Series:	Praeger Series in Public and Nonprofit Sector Marketing Series
Pages:	199
Product dimensions:	6.00(w) x 9.00(h) x 0.50(d)
Lexile:	1360L (what's this?)

About 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.

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