The Role of a Psychographic Approach in Segmenting Electorates' Voting Behavior and Party Identification

摘要

Generally speaking, demographics explain two-thirds of everything. This study demonstrated how personal values may be associated with demographic characteristics to create a better market segmentation tool for investigating differences and similarities in both party identification and voting behavior. It supplied confirmation of the interrelationships among demographic characteristics, party identification, and voting behavior, as well as theoretical concept and empirical evidence of personal values in marketing research. Results indicated that personal values are far more likely than demographic characteristics to predict party identification and voting behavior.View full textDownload full textKEYWORDSparty identification, personal values, psychographic approach, voting behaviorRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/15377850903472521