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2009 - ISPP 32nd Annual Scientific Meeting Words: 270 words || 
1. De Vries, Philippe. and De Landtsheer, Christ'l. "Lessons from political psychology: How political psychology can reinforce political marketing theory" Paper presented at the annual meeting of the ISPP 32nd Annual Scientific Meeting, Trinity College, Dublin, Ireland, Jul 14, 2009 <Not Available>. 2020-02-25 <>
Publication Type: Paper (prepared oral presentation)
Review Method: Peer Reviewed
Abstract: Over the past decades the discipline of political marketing has gained considerable credibility and support. Theories and interpretations of political marketing are nevertheless still overshadowed by numerous discussions and presumed contradictions (Newman, 1999; OÂ’Shaugnessy, 2002). Most of these discussions can simply be narrowed down to the encountered problems facing each multidisciplinary research domain. The domain of political psychology has come a long way and has seemingly succeeded in embracing differences between political and psychological approaches (Huddy, 2004). Moreover the field of political psychology has succeeded in turning the multidisciplinary approach into an indispensable asset.

When comparing political psychology to political marketing several differences and similarities can be unveiled. The most prominent difference between the two disciplines is undeniably the final destination of both disciplines. Political psychology strives to understand and unravel certain political behavior by applying insights from psychology, whereas political marketing introduces marketing principles into the political arena aiming at optimizing candidate and party potentials. In other words, political psychology has a cognitive-explaining approach in contrast to the cognitive-instrumental approach of political marketing. Many similarities can nonetheless be detected as well, such as the multidisciplinary and behavioristical approach of both disciplines.

This paper will strive to combine and apply the lessons learned by political psychology to the support and further development of the struggling field of political marketing theory. The emphasis on understanding, explaining, and predicting aspects of political behavior driven by psychological processes such as image, personality, and emotion can only strengthen political marketing theory. Within the framework of this paper, theories, interpretations, and examples - retrieved from both scientific domains - will be critically contrasted and discussed.

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