Browsing by Author "Worcester, R."

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    Asymmetry in Leader Image Effects and the Implications for Leadership Positioning in the 2010 British General Election
    (Warc, 2013-11-11) Mortimore, Roger; Baines, Paul R.; Crawford, Ian; Worcester, R.; Zelin, Andrew
    Using national survey data on voters' perceptions of party leaders during the 2010 British general election campaign, we use logistic regression analysis to explore the association between specific image attributes and overall satisfaction for each leader. We find attribute-satisfaction relationships differ in some respects between the three main party leaders, demonstrating that leader image effects are not symmetrical across leaders. We find evidence that negative perceptions have more powerful effects on satisfaction than positive ones, implying that parties should seek to determine a leader's image attribute perceptions measured against the public's expectations of them on the same dimensions. The positions that campaigners ought then to choose are those that will have the most beneficial effect in encouraging voting behaviour for each particular leader or discouraging voting behaviour for an opponent.
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    Positioning in political marketing: How Semiotic Analysis Can Support Traditional Survey Approaches
    (Westburn Publishers, 2014-01-01T00:00:00Z) Baines, Paul R.; Crawford, Ian; O'Shaughnessy, N. J.; Worcester, R.; Mortimore, R.
    The 2010 British election particularly focused on the party leaders' images - a departure in fifty years of British elections. The principal contribution of the article is to illustrate how a combined approach to assessing leadership positioning using both the traditional survey and semiotic analysis can provide insights into what image attribute dimensions end up in the minds of members of the public (actual positioning) and on what image attribute dimensions party marketers are trying to position themselves (intended positioning). Using data from the 2010 British general elections, our findings indicate that the combined methodological approach would be particularly useful for brands that need repositioning, those whose image attribute positions change dramatically over time, and those who wish to target previously unresponsive target audience segments.