Can peace be marketed? A preliminary analysis of Israelis and Palestinians

This study integrates elements of marketing theory, framing research and consumer choice theory to examine the prospects for marketing peace to Israelis and Palestinians. Results of tests of the impact of dimensional and presentational framing and an individual's initial peace orientation on support for a settlement are reported. The analyses reveal strong peace dimension effects and moderate presentation and orientation effects on support for a peace accord. Notably, security-related information expressed in terms of in-group safety was most likely to encourage support for a settlement among both Palestinian and Israeli participants. Corroborating the findings of Geva and Mintz (1997), Astorino-Courtois (1996), and Geva, Astorino-Courtois and Mintz ( 1996), the results provide further indication of the feasibility of framing peace-related communications and marketing these in order to encourage domestic support for an internationally-negotiated accord.