Political Marketing: The Physical Appearance Effect in the Decision-Making Process in Puerto Rico

Abstract

This quantitative study aims to investigate and respond the relation of political marketing and the media influence in regards to physical appearance and its impact in the decision-making process of individuals for certain political candidates. The research analyzed through literature review the physical appearance effect and the media influence and how it has transcended through marketing. Another aspect analyzed is how society, through simple observation, moves toward making a decision. Using correlation and regression analysis, through the use of surveys technique, it is discovered that physical appearance does has a positive relationship in decision–making process. On the other hand the researcher presents results where the media influence, could not be impacting the effect of physical appearance on decision-making process. Finally the researcher presents key findings on the axis of the study, detailing the limi- tations and presents recommendations for future research.