Fall 2019 Distinguished Faculty Lecture: Impact of Demographic, Psychographic, and Perception of Negative/Positive Candidate Character on Voter Choice

Analyzing survey data collected one week prior to the 2016 election, it was 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.


Shawn Thelen, PhD, Professor of Marketing and International Business, Frank G. Zarb School of Business 

Boonghee Yoo, PhD, Professor of Marketing and International Business, Frank G. Zarb School of Business


Date: Wednesday, November 6, 2019

Time: 11:15 a.m.-12:40 p.m. (Common Hour) 

Location: Guthart Cultural Center Theater, Axinn Library

For more information, please call the Office of the Provost and Senior Vice President for Academic Affairs at 516-463-5400.

Wednesday, November 06, 2019



Cultural Center Theater - Leo A. Guthart
Guthart Cultural Center Theater
Hofstra University
Hempstead, NY 11549


Provosts Office
Phone: 516-463-5400
Website: Click to Visit

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