MARKETING WARS IN POLITICS AND THE PSYCHOLOGY OF POLITICAL ADVERTISING

Authors

  • O. Gordyakova SEPE HE «Moscow Institute of Psychoanalysis»
  • A. Lebedev SEPE HE «Moscow Institute of Psychoanalysis»
  • N. Orlova D.V. Skobeltsyn Research Institute of Nuclear Physics, Lomonosov Moscow State University

DOI:

https://doi.org/10.31618/asj.2707-9864.2020.2.44.66

Keywords:

political marketing, political advertising, consumer psychology, value polarization, emotional evaluations, semantic differential

Abstract

The article discusses two of the most well-known marketing concepts: the concept of Ph.Kotler and J.Trout. The psychological differences between the concepts consist in different interpretations of the concept of needs, as well as the thinking and behavior of consumers. Within the framework of political marketing, both concepts are found, but in Russia, political strategists often prefer the concept of J.Trout. As numerous studies show, modern Russian society is value-polarized. The aim of the empirical studies described in the article was to identify differences in the emotional assessments of voters belonging to different value-polar groups when they perceive political advertising of a number of leading political parties in Russia. the study was conducted by a laboratory experiment using the method of semantic differential with the presentation of advertising videos to respondents.

Author Biographies

O. Gordyakova , SEPE HE «Moscow Institute of Psychoanalysis»

Ph.D. (psychology), professor, department of social psychology

A. Lebedev, SEPE HE «Moscow Institute of Psychoanalysis»

Sc.D. (psychology), professor, department of social psychology

References

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Published

2021-01-13

Issue

Vol. 2 No. 44 (2020)

Section

Статьи

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