If Marketing Experts Ran Elections

If Marketing Experts Ran Elections
From HBS Working Knowledge
Published:    January 17, 2008
Author:    John A. Quelch

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online.
                         It is reprinted on HBS Working Knowledge.

For all the coverage of the Presidential primaries, only half of eligible voters will likely cast ballots in November. While 20 percent of U.S. adults are political junkies, the rest can't spare the time, don't think their vote will matter, see no important differences among the candidates, or are turned off by the electoral process and candidates' campaign tactics.

They are the "vanishing voters" of U.S. politics. There are 5 structural reasons why this is the case.

In U.S. general elections, voters usually see only 2 viable candidates on the ballot. That's one reason turnout is low. In any other product category, there are many more choices. As a result, consumer interest—and consumption—is higher.
In representative democracies, the consumer has to live with the majority decision. That also dampens enthusiasm. Not so in commerce. You can buy or own whichever brand, or suite of brands, you wish."...MORE