A UNIFIED THEORY ON THE ACTION OF POLITICAL PRESCRIBERS. A RESEARCH PROPOSAL.

The decision of an individual to vote or not and to choose one of the candidates participating in the competition on the electoral market is the result of a cumulus of factors that act directly or indirectly in this process. Most of the papers address the role of opinion formers in the process of forming the voting option by choosing one of the following two ways: (1) either the Opinion Leadership Model (Katz, 1957, Keller & Berry, 2003) (2) or Celebrity Political Endorsement (Henneberg S., Chen Y., 2007) as a primary source of information for voters, delivered to them through marketing strategies similar to those of supporting credible personalities in front of consumers, general prescriptors. The development of the model to be studied also departs from the need to unify, in a single model, the action that people with special characteristics exert on voters, in order for them to shape their voting option