When does a candidate’s inconsistency matter to the voter? An experimental investigation

Kiran Karande, F. Mark Case and Tarek Mady

A review of the literature indicates that there is little research on how voters respond to candidates’ inconsistency on issues.

When does a candidate's inconsistency matter to the voter? An experimental investigation

Kiran Karande, PhDOld Dominion University, Norfolk, Virginia

F. Mark Case, PhDEastern Kentucky University

Tarek Mady, PhDAmerican University in Dubai

INTRODUCTION

Many marketers experience difficulty when customers perceive a gap between consumer expectations and firm performance – as documented well by SERVQUAL, SERVPERF and others (e.g. Landrum et al. 2007). What is less documented is the road to consumer decision-making when performance runs counter to stated claims – what we refer to as 'inconsistency'. In service industries, such inconsistencies can trigger a 'critical incident'...

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