Document Type : Science - Research (Political Science)

Authors

• Seyed Hamid Hseini ¹
• Vahid Reza Mirabi ²
• Mohamad Hossein Ranjbar ³
• Esmael Hasanpour ⁴

¹ Ph.D. student, Department of management, Qeshm Branch, Islamic Azad University, Qeshm, I. R. Iran.

² Department Of management,Centeral Tehran Branch, Islamic Azad University, Tehran, ,I. R. Iran.

³ Department Of Accounting,Bandarabbas Branch, Islamic Azad University, Bandarabbas, ,I. R. Iran.

⁴ Department Of Management ,Qeshm Branch, Islamic Azad University, Qeshm, I. R. Iran.

Abstract

Given that political marketing has come from the behaviors of reality in political affairs to universities, and has been theorized in the faculties of political science, so existing theories are usually the only ones explaining the facts and usually the deeper and deeper layers of science, the less these theories. Is taken into consideration. Accordingly, and as political market players need a more cognitive and cognitive model for conducting political affairs, in particular, understanding the factors that influence voter behavior, they can both effectively and accurately identify voter behavior. To predict behaviors and ultimately vote to avoid errors in political forecasting and planning, the researcher first criticizes existing political marketing theories and then presents a neural (cognitive) model of political marketing. Based on research by the researcher. The author's point of view in critiquing political marketing patterns is based on the marketing perspective and has been examined on this basis. Finally, the researcher presented the cognitive marketing model (basal nerve) as a functional model based on the function of the nerves and the way the human brain works. The model presented in this study is presented in three levels: Level 1, the level of voters and voters, which focuses more on the internal and psychological issues that have cognitive origins; And there are domestic laws; the third level, the political environment abroad, which includes the international media and international political institutions. The Delphi method was used to design the model. The Delphi panel was comprised of specialists in cognitive and neuroscience, political science, and marketing science. Given that the model should be tested, the researcher used a pls tool to test the model with 384 respondents from over 18 years of Iranian political affairs inside and outside the country using a questionnaire. Other parts of the model in this study have been tested by the Delphi method.

Keywords

• Political Marketing
• Neuroscience
• Basic Nerve Political Marketing
• Elections
• Political Competition
• Cognitive Sciences

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