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This article seeks to uncover if some of the traits most associated with salespeople manifested themselves in the activities of candidates in the constituency of Dún Laoghaire during the 2007 Irish general election. Such a finding would suggest that just as political parties have looked to the marketing profession for their lead in developing political marketing, politicians are looking to, and adopting the traits of those in the sales profession. This would point to the traits that the modern politician must possess in order to get and remain elected. It would also raise significant questions in terms of how candidates present themselves to the electorate, as well as how they go about campaigning and formulating policy.
User model which is the representation of information about user is the heart of adaptive systems. It helps adaptive systems to perform adaptation tasks. There are two kinds of adaptations: 1) Individual adaptation regarding to each user; 2) Group adaptation focusing on group of users. To support group adaptation, the basic problem which needs to be solved is how to create user groups. This relates to clustering techniques so as to cluster user models because a group is considered as a cluster of similar user models. In this paper we discuss two clustering algorithms: k-means and k-medoids and also propose dissimilarity measures and similarity measures which are applied into different structures (forms) of user models like vector, overlay, and Bayesian network.