The Creation of Political Leaders in the Context of American Politics in the 1970s and 1980s

  • Nadav Kennan
  • Martha Hadley
Part of the Springer Series in Social Psychology book series (SSSOC)


The major underlying assumption in the conceptualization and execution of the political process described in this chapter is that a political candidate, whether an incumbent or a challenger, is, at one level, a consumer product (like cottage cheese, salted snacks, or toothpaste) that can be marketed in the same way as such products. Consequently, the political research process discussed here consists of marketing research and marketing strategy processes that were adapted to and have become a part of many political campaign arenas.


Political Leader Political Campaign United States Today Housing Project Campaign Activity 
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Copyright information

© Springer-Verlag New York Inc. 1986

Authors and Affiliations

  • Nadav Kennan
  • Martha Hadley

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