Data, Dollars, and Votes: The Intersection of Marketing and Politics

Conference Event on May 10-11, 2018 in Washington DC

Boycotting departments stores over the brands that they carry. Protesting during the national anthem at NFL Games. Consumers and celebrities alike are increasingly engaging in political activism. But, what does this mean for brands? By its very nature, politics is divisive, more so today than in any time in recent history. Taking sides can mean alienating a significant portion of your customer base. And yet, as politics casts a large shadow over everything from conventional politics to shopping and leisure time, at times it seems unavoidable. Part of the concern that the specter of partisan politics raises for organizations, whether it be Nordstrom’s or the NFL, is the impact of actions and statements on perceptions of their brands. The blurring between politics and marketing will be front and center as Georgetown University’s McDonough School of Business hosts the inaugural symposium on Data, Dollars and Votes.

The Marketing Area at Georgetown University’s McDonough School of Business in cooperation with Customer Needs and Solutions present a symposium on the intersection of marketing and politics. The objective of this symposium is to stimulate relevant academic 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.





Submission Deadline: December 15t, 2017 — Accepted Presentations Notified by January 15, 2018

There are two types of submission.

1. Papers or Abstracts (up to 500 words): Submissions should address one or more of the topics suggested below.

2. PechaKucha 20×20 oral presentation: In this you show 20 images/slides, which advance automatically each for 20 seconds, (total 6 minutes 40 seconds). This format is suitable for earlier stage ideas, riskier ideas, or those seeking to share to find co-authors. For more information on the PechaKucha style please visit:

Please send all submissions to Ann Pitchayanonnetr at

Symposium Topics

All topics at the intersection of marketing and politics are welcome. These might include:

1. Consumer Political Activism: How/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?

2. 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?

3. 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?

4. 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)?

5. 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?




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