Abstract:

The issue of human being as a rational being has been a source of interest for researchers in philosophy, economy, psychology and many other fields for centuries. In this context, it is a scientific reality based on theories in behavioral economics that people do not always act rationally, and that the perception of gain-loss changes according to the way the problems are presented and framed in an environment of uncertainty. It is possible to say that behavioral economics, which emerges from the perspective of the science of psychology, is effective in every situation and field where people and decision making are concerned. In recent years, studies that benefit from behavioral economics approaches in the fields of marketing, finance, law and politics have increased. In this context, investigating the effect of voters, whom we can see as consumers, on decision processes through political marketing mix elements will contribute to the understanding of voter preferences that may be seen as irrational. The aim of this study is to contribute to the literature with a multidisciplinary approach by making an in-depth literature review on the effect of the Framing Effect theory, which is one of the behavioral economics approaches, on the preferences of the voters through political marketing mix tools. At the same time, it will be investigated how the political marketing elements manipulate the preferences of the voters according to the way they are used by political parties and candidates, and it will be examined whether the voters make rational choices. By carrying out a conceptual study on how these tools affect the preferences, gain-loss framing, and risk perception of the masses, it is aimed to present a roadmap for developing technology, social media and neuromarketing techniques and the way this effect is used in political marketing in the future.

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