Selected publications
Books
Cwalina, W., Falkowski, A., Koniak, P., Mackiewicz, R. (2015). Wieloznaczność w przekazach politycznych. Sopot: Gdańskie Wydawnictwo Psychologiczne.
Cwalina, W., Falkowski, A., Newman, B.I. (2011/2015). Political marketing: Theoretical and strategic foundations. Armonk, NY: M.E. Sharpe / New York: Routledge.
Cwalina, W., Falkowski, A., Newman, B.I. (2008/2011). A cross-cultural theory of voter behavior. New York: Haworth Press/Taylor & Francis Group / New York Routledge.
Cwalina, W., Falkowski, A. (2005). Marketing polityczny. Perspektywa psychologiczna. Gdańsk: Gdańskie Wydawnictwo Psychologiczne.
Cwalina, W. (2000). Telewizyjna reklama polityczna: Emocje i poznanie w kształtowaniu preferencji wyborczych. Lublin: TN KUL.
Articles
Koniak, P., Cwalina, W. (2025). When fear meets anger: Attitudes toward positively versus negatively evaluated pandemic policy proposals when negative emotions are competing in society. Analyses of Social Issues and Public Policy, 25, e70015. https://doi.org/10.1111/asap.70015
Cwalina, W., Drzewiecka, M., Newman, T.P. (2025). Who vs. what? Consistency of a politician's brand in shaping voters’ preferences. International Journal of Market Research, 67(2-3), 261-281. https://doi.org/10.1177/14707853241304341
Shahid, M.N., Cwalina, W., Obaid, A. (2024). Development and validation of the Political Brand Positioning Marketing Scale: A Study in Pakistan. Journal of Political Marketing. https://doi.org/10.1080/15377857.2024.2400971
Cwalina, W., Koniak, P. (2023). The role of conspiracy mentality, reactance, and anxiety in the effectiveness of gain- vs. loss-framed messages promoting COVID-19 protective measures: Is vaccination different? Polish Psychological Bulletin, 54(4), 279-288. https://doi.org/10.24425/ppb.2023.148847
Koniak, P., Cwalina, W. (2022). Forbid/allow asymmetry in persuasion: The forbid frame decreases biased elaboration and increases attitude change. Social Psychology, 53(1), 1-20, https://doi.org/10.1027/1864-9335/a000469
Koniak, P., Cwalina, W. (2022). Does it pay to avoid speaking straight about controversial issues? Impact of argumentative ambiguity on the perception of the speaker. Journal of Communication Management, 26(1), 84-97. https://doi.org/10.1108/JCOM-11-2020-0154
Koniak, P., Cwalina, W. (2020). Fear of coronavirus and forbid/allow asymmetry as determinants of acceptance of COVID-19 pandemic related restrictions and persistence of attitudes towards these regulations. Social Psychological Bulletin, 15(4), e4421, https://doi.org/10.32872/spb.4421
Drzewiecka, M., Cwalina, W. (2020). "The late leader": Influence of political leader’s death on their evaluation. Journal of Political Marketing. https://doi.org/10.1080/15377857.2020.1724410
Leoniak, K.J., Cwalina, W. (2020). Measuring light-switching behavior using an occupancy and light data logger. Journal of Visualized Experiments, 155, e60771.
Cwalina, W., Leoniak, K.J. (2019). Społeczna odpowiedzialność biznesu jako strategia kształtowania pozytywnego wizerunku i reputacji hotelu. Folia Turistica, 53/2019, 57-78. doi: 10.5604/01.3001.0013.7484
Falkowski, A., Cwalina, W. (2019). Partisan schemata in biased interpretation of electoral proposals and political candidate evaluation. Journal of Political Marketing, 18(4), 360-379.
Cwalina, W., Drzewiecka, M. (2019). Who are the political leaders we are looking for? Candidate positioning in terms of leadership style. A cross-cultural study in Goleman’s typology. Journal of Political Marketing, 18(4), 344-359.
Leoniak, K.J., Cwalina, W. (2019). The role of normative prompts and norm support cues in promoting light-switching behavior: A field study. Journal of Environmental Psychology, 64, 1-11.
Cwalina, W., Falkowski, A. (2018). Crisis management: Government strategy in framing reform proposals and communications. Journal of Political Marketing, 17(2), 122-136.
Cwalina, W., Falkowski, A. (2016). Morality and competence in shaping the images of political leaders. Journal of Political Marketing, 15(2-3), 220-239.
Cwalina, W., Falkowski, A. (2015). Political branding: Political candidates positioning based on inter-object associative affinity index. Journal of Political Marketing, 14(1-2), 152-174.
Cwalina, W., Falkowski, A., Newman, B.I. (2012). The macro and micro views of political marketing: The underpinnings of a theory of political marketing. Journal of Public Affairs, 12(4), 254-269.
Cwalina, W., Falkowski, A., Newman, B.I. (2010). Towards the development of a cross-cultural model of voter behavior: Comparative analysis of Poland and the US. European Journal of Marketing, 44(3/4), 351-368.
Cwalina, W., Falkowski, A., Kaid, L.L. (2005). Advertising and the image of politicians in evolving and established democracies: Comparative study of the Polish and the U.S. presidential elections in 2000. Journal of Political Marketing, 4(2/3), 19-44.
Cwalina, W., Falkowski, A. (2005). Voter reactions to US presidential candidates’ media portrayals in 2004: Comparing perceptions of Polish and American citizens. Journalism Studies, 6(2), 217-228.
Cwalina, W., Falkowski, A., Kaid, L.L. (2000). Role of advertising in forming the image of politicians: Comparative analysis of Poland, France, and Germany. Media Psychology, 2(2), 119-146.
Book's chapters
Cwalina, W., Shahid, M.N., Drzewiecka, M. (2024). Effective leadership styles in politics: An application of Goleman’s typology. In. J. Lees-Marshment (ed.), Political management in practice: Lessons from around the globe, (236-255). London: Routledge.
Cwalina, W., Koniak, P. (2023). Obraźliwy język w komunikacji polityków i jego konsekwencje na poziomie indywidualnym, grupowym i społecznym. W: A. Eliasz, K. Skarżyńska (red.), Nieufność: źródła i konsekwencje, (253-284). Warszawa: Instytut Problemów Współczesnej Cywilizacji im. Marka Dietricha.
Cwalina, W., Falkowski, A. (2022). Political marketing from an ideological marketing perspective. In B.I. Newman, T.P. Newman (eds.), A research agenda for political marketing, (15-49). Cheltenham: Edward Elgar Publishing. https://doi.org/10.4337/9781800377202.00009
Cwalina, W., Drzewiecka, M. (2022). How trust wins against criticism: Promise concept as a political branding tool. Lessons from Polish politics. In M. Moufahim (ed.), Political branding in turbulent times, (123-140). Cham: Palgrave Macmillan.
Newman B.I., Cwalina W., Falkowski A., Newman T.P., Jabłońska M. (2022). Political marketing. In P. Harris, A. Bitonti, C. Fleisher, A. Skorkjær Binderkrantz (eds.), The Palgrave encyclopedia of interest groups, lobbying and public affairs , (1022-1034). Cham: Palgrave Macmillan. doi: 10.1007/978-3-030-44556-0_5
Cwalina, W., Drzewiecka, M. (2019). Poland. In O. Eibl, M. Gregor (eds.), Thirty years of political campaigning in Central and Eastern Europe, (131-148). London: Palgrave Macmillan.
Newman, B.I., Cwalina, W., Falkowski, A. (2017). Political marketing and public affairs. In P. Harris, C.S. Fleischer (eds.), The Sage handbook of international corporate and public affairs, (197-214). London: Sage Publications.
Cwalina, W., Falkowski, A., Newman, B. I. (2017). Political marketing: Theory and practice. In C.V. Jansson-Boyd, M.J. Zawisza (eds.), Routledge international handbook of consumer psychology, (273-291). London: Routledge.
Cwalina, W., Falkowski, A., Newman, B.I. (2016). Political marketing: The multidisciplinary approach. In W.L. Benoit (ed.), Praeger handbook of political campaigning in the United States, Volume 1: Foundations and campaign media, (101-119). Santa Barbara, CA: Praeger.
Cwalina, W., Falkowski, A., Newman, B.I. (2015). Persuasion in the political context: Opportunities and threats. In D.W. Stewart (ed.), Handbook of persuasion and social marketing, Volume 1, (61-128). Santa Barbara, CA: Praeger.
Cwalina, W., Koniak, P. (2014). Narzucanie ram interpretacji problemów i strategiczna wieloznaczność w manipulacji politycznej. W: D. Doliński, M. Gamian-Wilk (red.), Przestrzenie manipulacji społecznej, (299-344). Warszawa: Wydawnictwo Naukowe PWN.
Cwalina, W., Falkowski, A. (2013). Cultural context of the perceptual fit of political parties’ campaign slogans: A Polish case. In K. Gouliamos, A. Theocharous, B. Newman (eds.), Political marketing: Strategic campaign culture, (132-155). New York: Routledge.
Cwalina, W., Falkowski, A., Newman, B.I. (2009). Political management and marketing. In D.W. Johnson (ed.), Routledge handbook of political management, (67-80). New York: Routledge.
Cwalina, W., Falkowski, A. (2006). Political communication and advertising in Poland. In L.L. Kaid, C. Holtz-Bacha (eds.), The Sage handbook of political advertising, (325-342). Thousand Oaks, CA: Sage Publications.
Cwalina, W., Falkowski, A., Koniak, P. (2006). Advertising effects: Polish elections to the European Parlaiment. In M. Maier, J. Tenscher (eds.), Campaigning in Europe – Campaigning for Europe. Political parties, campaigns, mass media and the European Parliament Elections 2004, (371-386). Berlin: LIT Verlag.
Cwalina, W., Falkowski, A. (2003). Advertising and the image of politicians. National elections in Poland, France, and Germany. In F. Hansen, L.B. Christensen (eds.), Branding and advertising, (205-231). Copenhagen: CopenhagenBusinessSchool Press.
Falkowski, A., Cwalina, W. (1999). Methodology of constructing effective political advertising: An empirical study of the Polish presidential election in 1995. In B.I. Newman (ed.), Handbook of political marketing, (283-304). Thousand Oaks, CA: Sage Publications.
Cwalina, W., Falkowski, A., Rożnowski, B. (1999). Television spots in Polish presidential elections. In L.L. Kaid (ed.), Television and politics in evolving European democracies, (45-60). Commack, NY: Nova Science Publishers.
