Public Policy Perception Processing: A Conceptual Framework and Theory-Based Research Agenda

If the electorate is as polarized as evidence suggests, the opportunity to galvanize stakeholders around public policy may be a pipe dream. Yet, that is the charge of marketers involved in policymaking. Therefore, it is crucial to understand what is not yet known—the cognitive process individuals follow when considering a policy. Drawing on theory from marketing, psychology, and political science, this research builds a conceptual framework that identifies the cognitive process individuals follow that results in attitudes and behavior. Implementation examples offer opportunities for practitioners to apply the concepts, and a research agenda provides direction for academics.