A Unified Theory on the Action of Political Prescribers. a Research Proposal

• Author: Constantin Sasu - Marius Sorin Danga
• Position: Alexandru Ioan Cuza University of Iasi
• Pages: 23-31

Law, Society & Organisations

Volume III, Issue 4 (1 / 2018)

23

Constantin SASU,

Marius Sorin DANGA

Alexandru Ioan Cuza University of Iasi

A UNIFIED THEORY ON THE ACTION OF

POLITICAL PRESCRIBERS.

A RESEARCH PROPOSAL.

K

eywords

Electorate,

Electoral Prescribers,

Political Marketing,

Voting Decision,

Influencers,

Opinion Leadership,

Celebrity Endorsement

Abstract

The decision of an individual to vote or not and to choose one of the candidates participating in the

competition on the electoral market is the result of a cumulus of factors that act directly or indirectly in this

process. Most of the papers address the role of opinion formers in the process of forming the voting option by

choosing one of the following two ways: (1) either the Opinion Leadership Model (Katz, 1957, Keller &

Berry, 2003) (2) or Celebrity Political Endorsement (Henneberg S., Chen Y., 2007) as a primary source of

information for voters, delivered to them through marketing strategies similar to those of supporting credible

personalities in front of consumers, general prescriptors. The development of the model to be studied also

departs from the need to unify, in a single model, the action that people with special characteristics exert on

voters, in order for them to shape their voting option.

JEL Classification: D72, M31