The Effect of Personal Idealism,Relativism, and Machiavellianism on Voting Tendency: A Turkish Study

This study examined the relationship between Turkish voters’ ethical characteristics and voting tendencies to the political left, right, or center by applying the Ethics Position Questionnaire (EPQ) and Mach IV to the collection of data for analysis from 500 voters in a national election in Turkey. The most significant finding is that there was no statistically meaningful relationship among levels of idealism, relativism, or Machiavellianism and voting tendencies to the political left, right, and center. However, results generated by EPQ and Mach IV questionnaire found that voting tendencies were affected by personal relativism (0.10), followed by Machiavellianism (?0.03) and idealism (?0.03). Results show that respondents’ voting tendency was most affected by the level of their personal relativism, but the magnitude of the effect was not statistically significant. The mean scores for Machiavellianism and relativism attributes were on average in the mid-range of the scale, while mean scores for idealism show that the participating voters agreed most strongly with the statements relating to the idealism and could be characterized as absolutist by their low relativism and high idealism. The results demonstrate a positive linear relationship, linking both idealism and relativism to Machiavellianism and indicate statistically significant positive correlations among the three variables.     

Conceptualizing Usage in Voting Behavior for Political Marketing: An Application of Consumer Behavior

Political marketing has borrowed and adapted many terms from mainstream marketing, such as image management (segmentation, targeting, and positioning) and consumer (voter). In marketing, the terms “user” and “usage” have been established, yet their application to political marketing is less clear. This paper analyzes the feasibility and usefulness of usage in the political context. Drawing from the literature on usage, a model is developed and applied to four voting environments: Britain, Australia, Russia, and Belarus. One critical factor that emerges is the concept of choice, whereby the voter may chose to indicate their preference for one party yet be forced to use a different party as chosen by collective choice. Another issue is the potential for habitual voting behavior to limit decision making. It is concluded that usage needs to be contextualized specifically for political marketing.