Politics, Persuasion and Choice

19 Pages Posted: 12 Nov 2019

See all articles by David Godes

David Godes

University of Maryland

Dina Mayzlin

University of Southern California - Marshall School of Business

Odilon Camara

affiliation not provided to SSRN

Doug Chung

Harvard Business School - Marketing Unit

Chris Hydock

Georgetown University McDonough School of Business

Richard Kotchmar

affiliation not provided to SSRN

Claire Lim

Cornell University

Sarah Moshary

University of Chicago - Booth School of Business; eBay Research Labs

Neeru Paharia

affiliation not provided to SSRN

Nils Wernerfelt

Harvard University - Harvard Kennedy School (HKS)

Pinar Yildirim

University of Pennsylvania - The Wharton School

Ali Yurukoglu

Stanford Graduate School of Business; National Bureau of Economic Research (NBER)

Lingling Zhang

affiliation not provided to SSRN

Date Written: November 3, 2019

Abstract

In the past decade, we have seen a certain convergence between politics and marketing, in sometimes unexpected ways. Political campaigns now routinely use marketing tools to persuade voters. Brands, on the other hand, are engaging with increasing likelihood with explicitly-political movements of interest to their customers. Moreover, both fields have long had an ambivalent relationship with the concept of truth and, as a result, we typically observe significant variation across individuals’ beliefs over optimal choices. In this paper, we report on, summarize, and extend our discussions at the 2019 Choice Symposium in which our session had diverse representation from marketing, economics and practice. We organize our ideas around three dimensions of political beliefs: 1) What are the characteristics of political beliefs?, 2) Who drives beliefs in the political setting and how? 3) What mechanisms facilitate truthful outcomes?

Keywords: Politics, Persuasion, Marketing, Choice

JEL Classification: M31, M37, M38, H50

Suggested Citation

Godes, David and Mayzlin, Dina and Camara, Odilon and Chung, Doug and Hydock, Chris and Kotchmar, Richard and Lim, Claire and Moshary, Sarah and Paharia, Neeru and Wernerfelt, Nils and Yildirim, Pinar and Yurukoglu, Ali and Zhang, Lingling, Politics, Persuasion and Choice (November 3, 2019). Available at SSRN: https://ssrn.com/abstract=3479876 or http://dx.doi.org/10.2139/ssrn.3479876

David Godes (Contact Author)

University of Maryland ( email )

College Park
College Park, MD 20742
United States

Dina Mayzlin

University of Southern California - Marshall School of Business ( email )

701 Exposition Blvd
Los Angeles, CA 90089
United States
213-740-3360 (Phone)

Odilon Camara

affiliation not provided to SSRN

Doug Chung

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States

Chris Hydock

Georgetown University McDonough School of Business ( email )

3700 O Street, NW
Washington, DC 20057
United States

Richard Kotchmar

affiliation not provided to SSRN

Claire Lim

Cornell University ( email )

Ithaca, NY 14853
United States

Sarah Moshary

University of Chicago - Booth School of Business ( email )

5807 S. Woodlawn Avenue
Chicago, IL 60637
United States

eBay Research Labs ( email )

2065 Hamilton Avenue
San Jose, CA
United States

Neeru Paharia

affiliation not provided to SSRN

Nils Wernerfelt

Harvard University - Harvard Kennedy School (HKS) ( email )

79 John F. Kennedy Street
Cambridge, MA 02138
United States

Pinar Yildirim

University of Pennsylvania - The Wharton School ( email )

3641 Locust Walk
Philadelphia, PA 19104-6365
United States

Ali Yurukoglu

Stanford Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

National Bureau of Economic Research (NBER) ( email )

1050 Massachusetts Avenue
Cambridge, MA 02138
United States

Lingling Zhang

affiliation not provided to SSRN

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