“Different Strokes for Different Folks”: Implications of Voter Micro-Targeting and Appeal in the Age of Donald Trump

Abstract

Much has been made of the unconventional nature of Donald Trump’s 2016 presidential campaign. From his willingness to indulge in the politics of defamation and personal attack, to his near total reliance on earned media and massive rallies, Trump has defied everything a pres- idential candidate is supposed to do. But there is one thing that Trump has done that all viable presidential candidates in the USA now try to do: He based his message and market positioning on a detailed, research- driven understanding of the thinking and political instincts of the voter segments targeted by his campaign. It is the object of this chapter to analyze the systematic market research done by Trump to identify, target and position himself with specific voter segments.