Abstract
A report on an application of the EKB consumer decision process model to the 1984 presidential election. Voters utilize a decision process consistent with that of the model. Evaluative criteria used with presidential candidates are discussed and a demonstration of their value as predictors of election results presented.
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© 2015 Academy of Marketing Science
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O’Brien, E.J. (2015). An Empirical Exploration of the Alternative Evaluation Stage of the EKB Model Relative to the Political Decision Making Process. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_5
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DOI: https://doi.org/10.1007/978-3-319-17052-7_5
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17051-0
Online ISBN: 978-3-319-17052-7
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