Hur man vinner ett val i Sverige
Studies have found that the applicability of commercial marketing strategies within politics have increased in recent years as a result of a rising number of swing voters. The purpose of this paper was to investigate the effects of the commercial theory of incongruent information in political marketing in Sweden. Subsequently, an experiment with 742 participants was conducted, testing the effects of congruent and incongruent ad messages for two established Swedish parties. The effect of ad message choice on several well-established measures of ad effectiveness such as awareness, credibility, attitude, conviction and voting intentions was analyzed. The results showed that incongruent information effectively increases attitude, conviction and voting intention for voters who decide on the election day what party to vote for. This group, 14,6 % of the sample in the study, reacted to the incongruent political information as consumers react to incongruent commercial information. The result therefore indicates that for some voter groups, it can be effective to pursue commercial marketing strategies in the political communication. However, further research in this area is needed.