Abstract
| Language | English |
|---|---|
| Pages | 66-83 |
| Journal | Journal of Nonprofit and Public Sector Marketing |
| Volume | 28 |
| Issue number | 1 |
| DOIs | |
| Publication status | E-pub ahead of print - 2 Mar 2016 |
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Keywords
- Bounded rationality
- marketing concept
- political marketing
- rationality
- voter decision-making
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Assumptions of Rationality in Political Marketing: The Case of the Republican Autopsy. / Bendle, Neil; Cotte, June.
In: Journal of Nonprofit and Public Sector Marketing, Vol. 28, No. 1, 02.03.2016, p. 66-83.Research output: Contribution to journal › Article
TY - JOUR
T1 - Assumptions of Rationality in Political Marketing: The Case of the Republican Autopsy
AU - Bendle, Neil
AU - Cotte, June
PY - 2016/3/2
Y1 - 2016/3/2
N2 - There exists considerable controversy over what voter rationality assumptions underlie political marketing. Some of this controversy derives from the lack of clear definitions of rationality. An examination of seven common assumptions that underlie the concept of rationality shows that only a modest level of information, freedom from errors, and consistency are necessary for the marketing concept to have value in politics. The authors examine the implicit assumptions regarding voter rationality of the experienced Republican political campaign managers who wrote the Growth and Opportunity Project (“The Republican Autopsy”); their assumptions of voter rationality are consistent with those in the theoretical review. We find they appreciate the value of correctly tailoring messages and do not subscribe to a belief that political markets are efficient. We suggest that greater clarity about the various meanings of rationality should better allow marketing theorists to embrace ideas from disparate disciplines.
AB - There exists considerable controversy over what voter rationality assumptions underlie political marketing. Some of this controversy derives from the lack of clear definitions of rationality. An examination of seven common assumptions that underlie the concept of rationality shows that only a modest level of information, freedom from errors, and consistency are necessary for the marketing concept to have value in politics. The authors examine the implicit assumptions regarding voter rationality of the experienced Republican political campaign managers who wrote the Growth and Opportunity Project (“The Republican Autopsy”); their assumptions of voter rationality are consistent with those in the theoretical review. We find they appreciate the value of correctly tailoring messages and do not subscribe to a belief that political markets are efficient. We suggest that greater clarity about the various meanings of rationality should better allow marketing theorists to embrace ideas from disparate disciplines.
KW - Bounded rationality
KW - marketing concept
KW - political marketing
KW - rationality
KW - voter decision-making
U2 - 10.1080/10495142.2016.1131481
DO - 10.1080/10495142.2016.1131481
M3 - Article
VL - 28
SP - 66
EP - 83
JO - Journal of Nonprofit and Public Sector Marketing
T2 - Journal of Nonprofit and Public Sector Marketing
JF - Journal of Nonprofit and Public Sector Marketing
SN - 1049-5142
IS - 1
ER -