The marketing of political candidates

Shama, Avraham

doi:10.1007/bf02729836

Cited by 78 publications

(44 citation statements)

References 3 publications

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“…Nesse sentido, as estratégias de marketing que são ferramentas administrativas utilizadas pelos gestores para atingir tais finalidades, podem ser utilizadas pelos candidatos a cargos eletivos visando obter melhor imagem perante os eleitores (BORBA, 2005;NEWMAN, 2002). Shama (1976) salienta que na política, os candidatos naturalmente associam as características do marketing comercial em suas campanhas políticas. Portanto, torna-se necessário que os candidatos entendam os anseios dos cidadãos para alcançar seus objetivos eleitorais (SCHNEIDER, 2014).…”

Section: Marketing Eleitoralunclassified

“…Ressalta-se que a coleta dos dados estendeu-se entre os meses de maio, junho, e julho de 2016. Shama (1976) Logo após coletar os dados, as respostas foram devidamente validadas conforme a pergunta controle. Obteve-se um total de 580 respondentes, sendo que 308 respostas abrangem as famílias consideradas como baixa renda, e 272 respostas abrangem outras classes sociais.…”

Section: Metodologiaunclassified

“…Buscar entender o comportamento do eleitor pode oferecer aos candidatos vantagens estratégicas cruciais para vencer as eleições (SCHNEIDER, 2014). Nessa perspectiva, o marketing eleitoral é uma ferramenta valiosa para os candidatos, auxiliando-os na construção de uma imagem positiva (SHAMA, 1976).…”

Section: Introductionunclassified

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Factors that influence quality perception of political candidates: analysis in the view of low income voters

Costa¹,

Beiruth²,

Monte-mor³

2018

Revista Capital Científico - Eletrônica

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ResumoEste estudo teve como objetivo identificar os atributos de qualidade dos candidatos a cargos eletivos na visão dos eleitores de baixa renda. Utilizou-se modelo capaz de analisar oito dimensões de qualidade. Adotou-se metodologia quantitativa, com caráter descritivo e corte transversal. Os dados foram coletados por meio do formulário eletrônico TypeForm. Obteve-se 580 questionários válidos. Em relação ao critério de voto, os dados confirmam a hipótese principal que a qualidade percebida impacta no voto do eleitor de baixa renda. Esses eleitores em média são fidelizados a um determinado partido político. Em relação ao fato do eleitor ser beneficiário de programa social, os dados revelam que o eleitor baixa renda leva em consideração se os candidatos irão manter ou implantar novos programas sociais. De um modo geral, independente da classe social, o brasileiro leva em consideração na hora de escolher seu voto se o candidato apresenta histórico de vida e política ilibado.Palavras Chave: Marketing Eleitoral; Família Baixa Renda; Comportamento do Eleitor. AbstractThis study had as objective identify the quality attributes of candidates for elected positions in the view of low-income voters. Was udes a model capable of analyzing eight dimensions of quality. Was adopted a quantitative methodology, descriptive and cross-sectional. The data were collected using the electronic form TypeForm. We obtained 580 valid questionnaires. Regarding the voting criterion, the data confirm the main hypothesis that the perceived quality impacts vote of the low-income voter's. These voters on average are loyal to a particular political party. In relation to the fact that the voter is a beneficiary of a social program, the data show that low-income voters take into consideration whether candidates will maintain or implement new social programs. Generally, regardless of social class, the Brazilian takes into consideration when choosing his vote if the candidate presents a history of life and unimpeded politics.

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Section: Marketing Eleitoralunclassified

Section: Metodologiaunclassified

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Factors that influence quality perception of political candidates: analysis in the view of low income voters

Costa¹,

Beiruth²,

Monte-mor³

2018

Revista Capital Científico - Eletrônica

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“…9 Shama observes that, in seeking to adopt the marketing concept, political organisations use opinion research in order to develop long-term plans and strategic goals rather than just presentational ideas for the last few weeks of an election campaign.…”

Section: The Stages Of Political Marketing Evolutionmentioning

confidence: 99%

“…7 Shama likens the conventional model of commercial marketing development in a firm to the stages in the evolution of a campaigning political party. Consequently three distinctive phases of electioneering can be identified, each directly comparable with the product, sales and market stages of orientation in business marketing.…”

Section: The Stages Of Political Marketing Evolutionmentioning

confidence: 99%

From mass propaganda to political marketing: The transformation of labour party election campaigning

Wring

1995

British Elections and Parties Yearbook

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Consumer Regulation Strategies: Attenuating the Effect of Consumer References in a Voting Context

Whelan

Goode

Cotte

et al. 2016

Psychology and Marketing

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Consumption cues (e.g., brands, money, and advertisements) can have powerful effects on cognition, perception, and behavior, yet how people regulate responses to such cues is not well understood. This is surprising given that consumption cues are increasingly present in nontraditional consumer contexts, such as healthcare, education, and politics. This research develops a measure of two types of consumer regulation strategies, cue‐based and budget‐based (studies 1–4), and demonstrates that these strategies influence how people respond to consumption cues in a political context (study 5). Specifically, in a study involving the 2012 American Presidential Election, priming survey participants as consumers (versus citizens) influenced both voting intentions and self‐reported voting behavior, and the newly developed consumer regulation scale was instrumental in detecting this effect. These findings suggest there may be merit in the escalating debate and concern over referring to voters as consumers.

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The marketing of political candidates

Cited by 78 publications

References 3 publications

Factors that influence quality perception of political candidates: analysis in the view of low income voters

Factors that influence quality perception of political candidates: analysis in the view of low income voters

From mass propaganda to political marketing: The transformation of labour party election campaigning

Consumer Regulation Strategies: Attenuating the Effect of Consumer References in a Voting Context

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