Archetypes of Polish political parties - empirical analysis

StatusVoR
Simple item page
cris.lastimport.scopus2025-04-12T03:10:46Z
dc.abstract.enNumerous attempts to explain the puzzle of the party-voter relationship have been made. Researchers explain vote choice referring to one’s social status, individual or group interests, sense of identity. All of them offer an interesting, but not complete explanation of the decisionmaking process. In the present paper, we study this phenomenon, using the brand personality approach, which focuses on consumers’ identity and emotional needs, according to which voter chooses a party which best resonates with an expression of the self he wishes to demonstrate (Street 2003). To examine the personalities of political brands, we refer to the concept of archetypes - a wellknown marketing research tool that enables to study of emotions and subconscious motivations that accompany all people’s choices. Using a mixed methodology, we verify what personality characteristics and dimensions (archetypes) voters use to describe Polish political parties and what needs and emotions accompanying party choice these archetypes indicate. The result is a portrait of political parties and their voters going beyond the traditional comparison of party manifestos, giving an insight into functional and emotional needs voting for a particular party meets.
dc.affiliationWydział Nauk Społecznych w Warszawie
dc.affiliationInstytut Nauk Społecznych
dc.contributor.authorŻerkowska-Balas, Marta
dc.contributor.authorLutostański, Michał Jan
dc.contributor.authorProchera, Patrycja
dc.date.access2022-03-11
dc.date.accessioned2024-12-13T13:37:06Z
dc.date.available2024-12-13T13:37:06Z
dc.date.created2022-02-07
dc.date.issued2024
dc.description.accesstimebefore_publication
dc.description.issue4
dc.description.physical337-352
dc.description.versionfinal_published
dc.description.volume23
dc.identifier.doi10.1080/15377857.2022.2040689
dc.identifier.issn1537-7857
dc.identifier.issn1537-7865
dc.identifier.urihttps://share.swps.edu.pl/handle/swps/1153
dc.identifier.weblinkhttps://www.tandfonline.com/doi/full/10.1080/15377857.2022.2040689?scroll=top&needAccess=true
dc.languageen
dc.pbn.affiliationnauki o polityce i administracji
dc.pbn.affiliationnauki socjologiczne
dc.rightsCC-BY-NC-ND
dc.rights.questionYes_rights
dc.share.articleOTHER
dc.subject.enparty brand
dc.subject.enbrand personality
dc.subject.enarchetypes
dc.subject.enfunctional needs
dc.subject.enemotional needs
dc.swps.sciencecloudnosend
dc.titleArchetypes of Polish political parties - empirical analysis
dc.title.journalJournal of Political Marketing
dc.typeJournalArticle
dspace.entity.typeArticle