Swing voters shop Target | Arkansas Blog

Wednesday, September 20, 2006

Swing voters shop Target

Posted By on Wed, Sep 20, 2006 at 6:06 AM

Business Week reports on how political consultants are turning to data mining companies like Little Rock's Acxiom to use consumer spending patterns in political campaigns.

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Consumer data and political polling offer a glimpse into consumers' psyches. Applebee's restaurant patrons tend to be middle class residents of the heartland who value family, community, and consistency. A Wal-Mart Stores shopper is likely to be socially conservative, pro-gun, and exurban or rural, while a Bloomingdale's or Neiman Marcus customer is probably upscale, urban, and socially liberal. A Target regular is an independent-minded, style-conscious, cost-conscious suburbanite. That makes Target customers "the sort of voters who are at play in swing states," says Steven E. Schier, a political scientist at Carleton College.

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