Segmenting Youth Voting Behaviour through Trusting-Distrusting Relationships: A Conceptual Approach

Q3 Economics, Econometrics and Finance

International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2004-08-01 DOI:10.1002/NVSM.248

Janine Dermody, S. Hanmer-Lloyd

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引用次数: 43

Abstract

This paper reviews current evidence on the declining political engagement of British youth. What emerges is that causes of their political disaffection are manifold and complex, but trust, distrust and cynicism feature strongly. Traditional approaches to trust and distrust fail to recognise this complexity; consequently this paper offers a more sophisticated conceptual framework that examines trust and distrust as separate but linked dimensions, as advocated by Lewicki, McAllister and Bies.[Lewicki, R. J., McAllister D. J. and Bies R. J. (1998) ‘Trust and distrust: New relationships and realities’, Academy of Management Review, Vol. 23, No. 3, pp. 438–458.] From the analysis four segments of ‘voter’ types are identified. By segmenting voters in this way, marketers can design strategies to help increase young people's trust and reduce their distrust, thereby increasing their propensity to vote in future elections. A synopsis of marketing aims to stimulate the ‘youth vote’ is presented along with areas for further research. Copyright © 2004 Henry Stewart Publications

查看原文本刊更多论文

通过信任-不信任关系分割青年投票行为:一种概念方法

这篇论文回顾了目前英国年轻人政治参与度下降的证据。他们对政治不满的原因是多方面和复杂的，但信任、不信任和玩世不恭是最明显的特征。传统的信任和不信任方法未能认识到这种复杂性;因此，本文提供了一个更复杂的概念框架，将信任和不信任作为独立但相互联系的维度进行研究，正如Lewicki, McAllister和Bies所倡导的那样。[Lewicki, R. J.， McAllister D. J.和Bies R. J.(1998)，“信任和不信任:新的关系和现实”，《管理评论》，第23卷，第3期，第438-458页。]从分析中可以识别出四种“选民”类型。通过这种方式细分选民，营销人员可以设计策略来帮助增加年轻人的信任，减少他们的不信任，从而增加他们在未来选举中的投票倾向。简要介绍了旨在刺激“青年投票”的营销策略，并提出了进一步研究的领域。版权所有©2004 Henry Stewart Publications

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.