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Provost

Distinguished Faculty Lecture Series

Office of the Provost and Senior Vice President for Academic Affairs

Fall 2019 Distinguished Faculty Lecture
“Impact of Demographic, Psychographic, and Perception of Negative/Positive Candidate Character on Voter Choice in the 2016 Presidential Election”

presented by
Shawn Thelen, PhD
Professor of Marketing and International Business
Frank G. Zarb School of Business
and
Boonghee Yoo, PhD
Professor of Marketing and International Business
Frank G. Zarb School of Business

Wednesday, November 6, 2019
11:15 a.m.-12:40 p.m.
Guthart Cultural Center Theater
Joan and Donald E. Axinn Library, First Floor, South Campus

Analyzing survey data collected one week prior to the 2016 election, it is determined that voter opinion of candidates' character had the greatest impact on their candidate choice – more than demographic or psychographic variables collectively. A candidate’s ability to highlight their own competence and improve voters' view of their character, i.e., present themselves in a positive light, while diminishing the character of their competitors, i.e., disparage their opponent, is a viable strategy for winning elections. Political marketers have limited time and financial resources and need to focus on the variables that will win the most votes. Candidates, increasingly known as brandidates, may benefit more from employing pure marketers than political advisors to win elections.


View a complete listing of previous Distinguished Faculty Lectures