Marketing model of electoral behaviors: nature and main characteristics

Abstract

The article considers the problem of use of marketing model of electoral behavior. It is noted that such model is partly related to the rational choice model and «economic voting» model, but differs from them in the fact that it proceeds from the assumption about the possibility of citizens’ choice of market justified model of electoral behavior, even in situations when such acts are not economically viable for them or rational. It is stressed that marketing model of electoral behavior in general is correlated with the marketing approach to politics, usage electoral marketing in the process of organization and conduction of elections. The peculiarities of such model of electoral behavior; influence on it of the external marketing and political environment; effectiveness of political positioning of products that are promoted are considered. The need for systematic public opinion research in the process of implementation of electoral marketing and use of specific marketing techniques is stressed.