Obama Campaign Used Little-Known Techniques of Consumer Psychology to Defeat McCain

PR Log (Press Release) – Nov 02, 2009 – Milford, CT--President  Barack Obama’s campaign employed little-known techniques of consumer psychology in his advertising and speeches to help persuade millions of voters to his cause and defeat opponent John McCain.

According to advertising consultant Drew Eric Whitman, Obama’s campaign communications featured powerful psychological techniques such as Dual-Role Persuasion, Transfer, Inoculation, Central Route Processing, and Cueing to shape voters’ opinions and convert them to support his candidacy.

“No doubt about it,” said Whitman, “these tactics had a powerful influence on the electorate and not one in 100 of them had any idea they were subject to their influence. For example, Obama’s use of inoculation was masterful.”

Developed by social psychologist and Yale Professor William McGuire, inoculation reinforces existing supporters’ attitudes by presenting a ‘weak’ argument that causes the human mind to actively defend its position and therefore strengthen his attitude.”  According to Whitman, the three steps for successful inoculation are: 1) Warn of an impending attack, 2) Make a weak attack, and 3) Encourage a strong defense.

Whitman explained, “First, Obama warned his supporters of such an attack by saying, ‘What they're going to try to do is make you scared of me.’ Next, he made a weak attack by saying, ‘He's not patriotic enough, he's got a funny name… he’s young and inexperienced.’ And finally, he encouraged a strong defense by suggesting his followers protest such assertions.

According to Whitman, Obama also tapped into the strong human desire to belong—the third highest need according to psychologist Abraham Maslow. “Obama frequently employed inclusionary language,” Whitman explained, “This is wording that presumes the listening audience already shares his beliefs, thereby creating a bandwagon effect which fosters aspirational group identification. His repetition of, “Yes We Can”… “we believe…”—versus “I believe…”—followed by declarations of his own political positions serve to create a membership-like group of followers, with the prominent tagline, “Join Us” to drive the point home.

According to Whitman, these techniques, and many others, are commonly used in well-crafted advertising by savvy communicators and are both legal and ethical when used to promote any quality product or service. “Today’s consumers are exposed to their influence every day, in the form of TV, radio, print, or online media,” he said. “It’s a sign of communication mastery, and the techniques are studied and employed by not only politicians and sales people, but also attorneys, negotiators, high-level corporate executives, and anyone else needing a persuasive advantage.”

In his recently-released book CA$HVERTISING (Career Press) Whitman teaches businesspeople how to use dozens of such techniques to help them increase sales, regardless of their industry or location.