Gin or vodka? Ford or BMW? Perrier or Fiji water? Does the car you buy or what’s in your fridge say anything about how you’ll vote?
Gov. Arnold Schwarzenegger’s campaign thinks so.
Employing technology honed in President Bush’s 2004 victory, the Republican governor’s re-election team has created a vast computer storehouse of data on personal buying habits and voter records to identify likely supporters. Campaign officials say the operation is the largest of its kind in any state, at any time.
Some strategists believe consumer information can reveal a voter’s politics even better than a party label can.
“It’s not where they live, it’s how they live,” said Josh Ginsberg, the Schwarzenegger campaign’s deputy political director.