Social and Behavioral Sciences Commons^™

Cleaning Up Dirty Politics: A Social Marketing Perspective On New Jersey's Clean Elections Program, Amy H. Handlin

Atlantic Marketing Journal

This paper reviews the outcome of a state electoral reform initiative in terms of the four-stage behavior change process used by social marketers to gauge the effectiveness of their techniques. While the Clean Elections initiative was moderately successful in its Action and Contemplation stages, the author argues that realization of its full potential could be significantly hastened by utilizing the social marketing tools of segmentation, communications research and pretesting.