ABSTRACT
The study is expected to contribute to the current body of knowledge through exploring the application of consumer behavior theories to political campaigns and their influence on voter decisions. Comparing market rules and political movement strategies, this paper aims to analyze the relationship between marketing psychology and political science. In the qualitative analysis of interviews and case studies, this investigation seeks to explore the role of consumer behavior in the voting process. The specific focus of inquiry is the application of marketing mechanisms such as branding, targeted messaging, and market segmentation in the campaigns and their influence on voting patterns. Furthermore, the paper seeks to investigate the moral issues of manipulation and persuasion associated with political marketing and advertising and determine if democracy is influenced. This study seeks to present the full scope of consumer behavior theory in predicting behavior during voting and the campaigns’ efficiency. The results will indicate the high correlation between marketing mechanisms and actual voting turnout and motivation, prompting more research into ethical constraints and the fine balance between motivation and manipulation.
