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

Dermody, Janine ORCID: 0000-0002-0399-398X and Hanmer-Lloyd, Stuart (2004) Segmenting Youth Voting Behaviour through Trusting-Distrusting Relationships: A Conceptual Approach. International Journal of Nonprofit and Voluntary Sector Marketing, 9 (3). pp. 202-217. doi:10.1002/nvsm.248

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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 recognize 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.¹ 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 alone with areas for further research.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Youth, Political science, Psychology, Elections, Cynicism, Philosophy
Subjects: J Political Science > JA Political science (General)
J Political Science > JN Political institutions (Europe)
J Political Science > JN Political institutions (Europe) > JN101 Great Britain
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Susan Turner
Date Deposited: 31 Oct 2014 13:08
Last Modified: 01 Aug 2023 12:16

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