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The presidential election is one of the most spirited we have seen in decades, with two unprecedented candidates. When viewed through the prism of psychology, the dynamics of the race and politics in general become even more interesting in how they affect voters.

The reality is that politics is marketing. Candidates are marketing themselves to the population. The difference is that with politics there is a very bright-line scorecard (actual voting) and very frequent data updates (polling) that can give marketers quick, pertinent feedback on the effects of their efforts. There are many psychological marketing lessons that apply to both areas that play out in today’s races.

Consistency principle

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