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@article{ART001375130},
author={YongSoon Kim},
title={Candidate Images and Voters’ Choice : Exploratory Research Using Conjoint Analysis},
journal={Studies in Humanities and Social Sciences},
issn={1598-4230},
year={2009},
volume={1},
number={24},
pages={35-67},
doi={10.17939/hushss.2009.1.24.002}

TY - JOUR
AU - YongSoon Kim
TI - Candidate Images and Voters’ Choice : Exploratory Research Using Conjoint Analysis
JO - Studies in Humanities and Social Sciences
PY - 2009
VL - 1
IS - 24
PB - Institute of Humanities and Social Sciences
SP - 35
EP - 67
SN - 1598-4230
AB - Images are the results of interactions between the message voters receive from candidates and their subjective interpretation of the message. The candidate’s political or electoral issues and other characteristics combine in the voting decision process. People do not judge the candidate because they ‘know’ and ‘perceive’ that he or she has ability and leadership, but because they ‘feel’ that he or she does. This research is focused on the images of the candidate held by voters. This study measures voters’ preferences as they relate to candidate’simages, especially his or her personal characteristics, and analyzes each utility of factors (variables), components, and partial utility of each factor by the conjoint analysis used in marketing. The results show that the most effective factor influencing voters’ preference was the candidate’s confidence, homogeneity-orientation and homogeneity-creed. Existing survey data that measures voters’preferences regarding the candidate were reproduced and used to classify candidate’s personal characteristics. Although thedata, factors, and levels are subject to qualification, it is meaningful to the methodological aspects of electoral and behavioral studies that this research applies the conjoint analysis experimentally.
KW - Candidate images;Conjoint Analysis;Confidence;Homogeneity-orientation;Homogeneity-creed
DO - 10.17939/hushss.2009.1.24.002
ER -

YongSoon Kim. (2009). Candidate Images and Voters’ Choice : Exploratory Research Using Conjoint Analysis. Studies in Humanities and Social Sciences, 1(24), 35-67.

YongSoon Kim. 2009, "Candidate Images and Voters’ Choice : Exploratory Research Using Conjoint Analysis", Studies in Humanities and Social Sciences, vol.1, no.24 pp.35-67. Available from: doi:10.17939/hushss.2009.1.24.002

YongSoon Kim "Candidate Images and Voters’ Choice : Exploratory Research Using Conjoint Analysis" Studies in Humanities and Social Sciences 1.24 pp.35-67 (2009) : 35.

YongSoon Kim. Candidate Images and Voters’ Choice : Exploratory Research Using Conjoint Analysis. 2009; 1(24), 35-67. Available from: doi:10.17939/hushss.2009.1.24.002

YongSoon Kim. "Candidate Images and Voters’ Choice : Exploratory Research Using Conjoint Analysis" Studies in Humanities and Social Sciences 1, no.24 (2009) : 35-67.doi: 10.17939/hushss.2009.1.24.002

YongSoon Kim. Candidate Images and Voters’ Choice : Exploratory Research Using Conjoint Analysis. Studies in Humanities and Social Sciences, 1(24), 35-67. doi: 10.17939/hushss.2009.1.24.002

YongSoon Kim. Candidate Images and Voters’ Choice : Exploratory Research Using Conjoint Analysis. Studies in Humanities and Social Sciences. 2009; 1(24) 35-67. doi: 10.17939/hushss.2009.1.24.002

YongSoon Kim. Candidate Images and Voters’ Choice : Exploratory Research Using Conjoint Analysis. 2009; 1(24), 35-67. Available from: doi:10.17939/hushss.2009.1.24.002

YongSoon Kim. "Candidate Images and Voters’ Choice : Exploratory Research Using Conjoint Analysis" Studies in Humanities and Social Sciences 1, no.24 (2009) : 35-67.doi: 10.17939/hushss.2009.1.24.002