Citizen Participation in Political Markets: Extending Service-Dominant Logic to Public Policy

While service-dominant logic prescribes consumer participation with firms, some theorists of elitist democracy oppose citizen participation in governance because these theorists perceive citizens as being incompetent in political matters. This study, grounded in political marketing theory, suggests that citizens do, indeed, have the competence for participating in governance through the thin-participation methods (i.e., those not requiring citizen interaction in groups) presented herein. These methods feature relatively short amounts of time needed for individual respondents to learn about issues in an online environment and to take a survey including trade-off tasks as part of a discrete-choice experimental design. Set in the context of a budget crisis for a state (Wyoming), this study assessed citizens' thoughts about the state's political processes as well as about policy preferences for seven important policy areas of state budgeting. The results of this study provide evidence that citizens have the crucial operant resources (knowledge and skills) to participate in all types of political markets (electoral, governmental, and intragovernmental). The study offers researchers knowledge for further developing service-dominant logic in government ecosystems of service.