Abstract
This study takes a marketing perspective to focus on the transformation of an internationally negotiated Jordan-Israel peace accord into a workable domestic reality. Such an approach suggests that promoting domestic support for an international peace initiative involves concern both with the actual attributes of peace and with communicating these to the groups to which they will most appeal. A survey-based experiment tests presentation and dimensional framing effects on support for a peace process among a Jordanian sample. The results corroborate similar findings by Geva and Mintz (1994) and suggest that national leaders in Jordan can encourage public support for negotiated peace by (1) identifying attributes of a peace accord most salient to various population groups; and (2) appealing to opposition groups on the basis of low-risk gains over key attributes. Again, from a marketing perspective the analyses represent empirical support for the contention that to encourage popular support for a negotiated pe...
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
