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The purpose of this paper is to present a theory of consumer and product orientation in the realm of political branding to illustrate how politicians can choose to position and present themselves to voters. It is evident that some politicians play an active role in shaping the beliefs and actions of their constituents, while others are more influenced by voter sentiment. The effectiveness of the political strategy is highly influenced by the market realities of the voting body in question.

A dichotomy is presented to shed light on how consumer and product orientation might influence the way in which politicians choose to address the public. Specifically, four modified strategic orientation archetypes are presented and analyzed with particular focus on political brands and strategy.

Product and consumer orientations have been shown to also be applicable to the strategic positioning of political brands. While it can be argued that no strategy is superior over another, careful consideration of the political environment in question and subsequent execution of an appropriate stance can be used to better manage the relationship between the electorate and politicians.

This study provides academics in this area with a comprehensive examination of strategic orientation literature in political contexts, and lays out a strong groundwork for future studies. In this burgeoning area of research, there are several opportunities for marketing and political strategy academics to dive deeper into the intricacies that drive politicians to adopt specific strategic orientations, and how these strategies evolve over time and in differing political environments.

This analysis suggests that there are opportunities for political strategists to explore the relationship between the identified strategic orientations and political brands, and for political marketing scholars to investigate the modes of focus presented.

This analysis provides better understanding of how politicians can influence voters and voters can influence political brands, and how the strategic orientation archetypes can be used to influence decisions about political strategy.

The purpose of this paper is to investigate the attitudes of staff members in secure hospitals and the general population towards pornography use and their decision-making regarding access to pornography.

A between participants design was used whereby 324 participants, including 162 staff members and 162 people of general population, answered an online questionnaire. Vignettes were presented of six hypothetical patients in a secure hospital, based on gender (male/female) and offence type (sexual/violent/non-offender). Participants were required to decide whether the individual depicted in the vignette should have access to pornography. Finally, participants were given a psychometric assessment of their own attitudes towards pornography.

Participants were less likely to decide that the sex offender should have access to pornography than the violent or non-offender, thus the offence type of the patient was a significant predictor. There was a significant relationship between attitudes to pornography and whether the individual in the vignette should be given access to pornography. There was no significant difference between attitudes towards pornography of the general public and staff members or for male and female participants. Gender of the patient described in the vignette was not a significant predictor.

The research highlights the importance of our own attitudes towards pornography, our possible beliefs about sexual offenders and the effects these may have on decision-making.

The research determines attitudes towards pornography and explores how attitudes influence decision-making.

Past research has shown there is a relationship between body image, sexual behavior, and pleasure. However, the majority of this research has centered on heterosexual participants. In this analysis, the author considers how this relationship between body image, sexual behavior, and pleasure may look within women and genderqueer individuals who are all AFAB (assigned female at birth) with 26 out of 30 participants identifying as LGBTQIA+. The author examines perceptions of body size, body hair, and genitals to consider how intersections of social structures – specifically internalized sexism, racism, and misogyny – influence the participants’ experience of sexual interactions. Both resistance and embodiment of traditional gender norms, even as queer women and genderqueer individuals, were examined in these narratives. The majority of the moments where traditional gender norms are examined describe situations when the participants were sexually interacting with cis-gendered men.