How to use attitudinaland quantitative modelsin the marketing of political products

Abstract

Obviously any political party or candidate should study and predict the trends of potential voters in order, first, to circumscribe the characteristics and attitudes revealed by their party or a particular political candidate; and, second, to determine the degree of influence of these characteristics on voters attitude during and before the election campaign. In fact, attitude trend analysis based upon multiattributes models has become fundamental for individual beliefs, as well as the strength towards the candidate and the value or the relative importance given by the voter to the candidate. Such studies help, in one hand, political marketing researchers in determining the strength of the party or the candidate attributes as far as their political campaigns are concerned, and in another hand, facilitate the analysis of the weaknesses that form naturally strategic targets from political rivals, in order to ensure success in the scheduled elections.