Premium
Red, blue and purple states of mind: Segmenting the political marketplace
Author(s) -
Rao Akshay R.
Publication year - 2017
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2017.08.001
Subject(s) - politics , market segmentation , political psychology , point (geometry) , consumer behaviour , psychology , marketing , advertising , sociology , positive economics , epistemology , social psychology , political science , economics , law , business , philosophy , geometry , mathematics
John Jost (2017 – this issue) provides a thoughtful review of the literature in political psychology that speaks to important distinctions between conservatives and progressives. I use his essay as a point of departure to accomplish three goals: a) further elaborate on the left/right segmentation scheme, identifying other portions of the political market that are less brand loyal and therefore more persuadable; b) offer preliminary suggestions based on consumer psychology perspectives on how voter attitudes and behaviors might be nudged by political candidates and campaigns; and c) identify some areas in which the fields of political and consumer psychology might profitably benefit from cross‐pollination of theories, approaches and evidence.