Data, Dollars, and Votes: The Intersection of Marketing and Politics Conference
May 10-11, 2018
Georgetown University, McDonough School of Business, Washington, D.C.
On May 10th and 11th Neeru Paharia and Rebecca Hamilton of Georgetown’s McDonough School of Business hosted the first biennial Data, Dollars, and Votes conference. The conference highlighted the increasingly congested intersection of marketing and politics, with sessions on “Brands and Politics,” “Political Advertising,” “Digital Media and Politics,” and “Political Identity and Consumption.” Sessions featured interactive and lively discussions led by faculty from top schools across the country presenting their latest research.
Highlights included explanations for how voting for extreme candidates leads people to make sometimes inferences about the voter, evidence that participation in social media increases donations to a campaign, insights into physical proximity as a driver of polarization, results from the Corporate Political Activism Real Time Expert Panel, and insights into how political ideology impacts consumers preferences for products that seemingly have no political connection.
In addition to the sessions, the conference featured two thought provoking keynote addresses: “America Breaks Up with Itself: Late-Modern Branding and The Decline of Imagined America” by Tom O’Guinn (University of Wisconsin), and “From Moralization to Politicization: Consumption in the Age of Trump” by Juliet Schor (Boston College). Parties interested in participating in the next Data, Dollars, and Votes conference should contact Neeru Paharia.
The objective of this symposium is to stimulate relevant research in the marketing and political communities. The symposium seeks to build a network of top-level academic faculty and others who can focus on the marketing and political challenges that face organizations interacting with consumers.
• Consumer Political Activism: How and why do consumers get involved in political activism? (e.g., “grab your wallet”). How can marketers use political issues to engage with consumers and position their brands? When should firms get involved in political issues?
• Political Campaigning: How do political parties and individual candidates approach the voter (e.g., political advertising, targeting, database marketing, online/mobile, GOTV)? How accurate are voter polls?
• Political Marketing Methodologies: What specific marketing techniques are being used by political campaigns? What changes are being seen given the prevalence of big data? How can experimentation be used in the political field? How can we measure the political zeitgeist?
• Nudging: What is the influence of government policy and actions on consumer behavior? How effective are nudges on various aspects of social welfare (e.g., health, education, economics)?
• Other Topics: How does political marketing competition differ from commercial marketing? How do the approaches of individual politicians differ from parties? How can, do, or should governments regulate politics? How does political marketing inform commercial marketing?