Political Sentiment Poll - 2020 Presidential Election Unsettled Matters March 20, 2020
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Political
Sentiment Poll
2020 Presidential Election
Unsettled Matters
March 20, 2020Introduction In Part Two of the Political Sentiment Poll, conducted on Jan. 26, 2020, voters’ emotional responses toward political “Unsettled Matters” were assessed. For this poll, nine issues were addressed. Our next poll in March will assess 29 issues. This poll measured the emotional response of two-hundred voters. The responses were organized into Emotional Temperature™ scales. The Temperature uses a thermometer to depict the results of the poll visually as an index from high Appeal and Engagement to low. In addition to the Temperature, the Perceptual Maps show the actual appeal, engagement and empowerment averages. When viewing the Perceptual Maps later in the presentation, the dots in the upper right corner represents a high level of appeal and engagement. The dots in the bottom left corner represent a very low appeal and engagement. This poll of voter responses uniquely measures the Emotional Response reactions to political “Unsettled Matters” relevant to the 2020 Presidential Election. Several preceding polls have been used to capture the emotional response of voters since September 2007. The purpose of the poll is to consider the actual feelings that lead to changes of heart among voters. The results of past voters predicted many events of previous presidential primaries and elections. The poll has been created, administrated and distributed by Dr. Jon Morris, Advertising Professor at the University of Florida College of Journalism and Communications, with the aid of student assistants. The Sentiment Poll uses a non-verbal visual measure of emotion that is based on the Dimensional Theory of Emotion. Every emotion is a combination of three dimensions: Appeal, Engagement, and Empowerment. The poll uses proprietary graphic characters called the Attitude Self-Assessment Manikin to depict the dimensions and measure human emotional response.
“Unsettled Matters” Poll participants were asked the following question: ● How do you feel about the idea of a female as President? ● How do you feel about the Democratic Party in general? ● How do you feel about the Republican Party in general? ● How do you feel about the Tea Party ? ● How do you feel about the Black Lives Matter movement? ● How do you feel about media coverage of the election? ● In general, how do you feel about the way things are going in the United States today? ● How do you feel about the prospect of things going well in the United States one year from now? ● How do you feel about the state of Immigration in the United States?
Emotional Temperature™ | Democrat
The Emotional Temperature shows the combination of the
appeal and engagement scores in measuring the emotional
strength of the issue. A score of 100 is the average 170 - Female President
166 - Democratic Party
temperature and above 100 is above average.
For poll respondents who identified themselves as
Democrats, Emotional Temperature is above average for 124 - Black Lives Matter
topics including a Female as President, followed by the
Democratic Party and Black Lives matter.
This becomes very interesting when comparing Sen. 80 - Media Coverage
Elizabeth Warren in the previous candidate Sentiment Poll 74 - US One Year
where Warren polled right behind Sen. Bernie Sanders in 60 - Immigration
the Poll. For Black Lives Matter, Democrats have been seen
publicly embracing this movement and this emotional 37 - US Today
36 - Tea Party
temperature demonstrates the support.
23 - Republican Party
Surprisingly, the issue of Immigration is below average for
Democrats.
Emotional Temperature is based on the AdSAM® Emotional Strength Index©.AdSAM Perceptual Map® | Democrat
In this Perceptual Map, Appeal runs vertically, victorious
cheerful
Engagement horizontally and Empowerment is TM
happy
kind
the size of the dot. Notice the topics that are thankful warm
polite FP stimulated
high in Appeal and Engagement are also FP Female President
relaxed IP
bold
contributing to the feelings of Empowerment. DP Democratic Party
mature DP
childlike
TR
The emotion adjectives on the map are in a RP Republican Party provocative
serene wholesome
database and are used for comparison to the TP Tea Party modest
BLM
topics measured here. The respondents that BLM Black Lives Matter
tempted
Appeal
aggressive
took this survey did not see the emotion words. MC Media Coverage
nonchalant
MC
aloof anxious
USO
UST US Today quietly indignant
IM
USO US One Year unemotional cynical startled
skeptical
IM Immigration bored suspicious
blasé disbelieving
UST
IP Impeachment irritated
TP
displeased fearful
TR Trial weary
disgusted angry
disappointed
RP
gloomy troubled
insecure
terrified
sad deceived
rejected crushed
ADSAM® Perceptual Maps© Copyright© 1996
ADSAM Marketing, LLC. All rights reserved.Emotional Temperature™ | Independent
Independent’s measure comparably to the
Democrats on the issue of a female as president. 175 - Female President
Except for a positive feeing about the U.S. one year
from now, all the other “Unsettled Matters” are
below average.
Also, note that the Independent’s emotional 116 - US One Year
connection to the Democratic and Republican
99 - Black Lives Matter
Parties are nearly the same. 94 - Republican Party
91 - Democratic Party
79 - Tea Party
Immigration, which was a major issue in the 2016 69 - Media Coverage
67 - US Today
presidential race and continues to be a polarizing 59 - Immigration
topic, is also below average for Independents.
Emotional Temperature is based on the AdSAM® Emotional Strength Index©.AdSAM Perceptual Map® | Independent
In this Perceptual Map, the topic of a woman as victorious
president is high for Independents, as it sits on the TM
happy cheerful
kind
upper half of the appeal line. The dot is larger in size
thankful warm stimulated
than the remaining topics because it carries the FP Female President
polite
relaxed bold
most empowerment. However, people have taken an Democratic Party
mature
DP
average amount of action toward the issue. FP childlike
RP Republican Party provocative
Attention and action has been taken, but the serene wholesome
engagement level is not overwhelmingly high. TP Tea Party modest
tempted
BLM Black Lives Matter aggressive
Appeal
nonchalant
It is also important to note that the Black Lives MC Media Coverage
aloof
IP
TRUSO
anxious
Matter campaign has a large level of empowerment. UST US Today quietly indignant
BLM
However, there is a low appeal and level of USO US One Year unemotional cynical
DPRP startled
TP
skeptical
engagement. IM Immigration bored UST
suspicious
MC
blasé IM disbelieving
IP Impeachment irritated
displeased fearful
weary
TR Trial disgusted angry
disappointed
gloomy troubled
insecure
terrified
sad deceived
rejected crushed
ADSAM® Perceptual Maps© Copyright© 199
ADSAM Marketing, LLC. All rights reserved.
6Emotional Temperature™ | Republican
As we saw before, the Democrats and
193 - Republican Party
Independents closely link with their opinions on 184 - US One Year
some “Unsettled Matters.” Republicans, however,
157 - US Today
have a very different Emotional Temperature on 150 - Female President
issues.
138 - Tea Party
Unlike the Democrats, Republicans are less
passionate about a female president and are below
average on Black Lives Matter. Another important
topic to note is the importance of the Tea Party.
This issue lies at the above average point on the
temperature and represents the Republican 69 - Black Lives Matter
64 - Immigration
community.
43 - Media Coverage
26 - Democratic Party
Emotional Temperature is based on the AdSAM® Emotional Strength Index©.AdSAM Perceptual Map® | Republican
Again, on the Perceptual Map, Appeal runs victorious
cheerful
vertically, Engagement horizontally and TM
happy
kind
Empowerment is the size of the dot. The topics thankful warm
polite stimulated
that are high in appeal and engagement are also FP Female President relaxed bold
contributing to the feelings of empowerment, DP Democratic Party
mature
childlike
but they are pointing to different “Unsettled RP Republican Party RP
provocative
serene wholesome
Matters.” TP Tea Party modest
USO
FP tempted
BLM Black Lives Matter
Appeal
UST aggressive
nonchalant
MC Media Coverage
aloof TP
anxious
UST US Today quietly indignant
USO US One Year unemotional cynical startled
skeptical
IM Immigration bored suspicious
BLM
disbelieving
blasé MC
IP Impeachment IM irritated
TR
displeased
weary fearful
TR Trial disgusted angry
disappointed
gloomy DP troubled
IP
insecure
terrified
sad deceived
rejected crushed
ADSAM® Perceptual Maps© Copyright© 1996
ADSAM Marketing, LLC. All rights reserved.Emotional Temperature™ Side by Side Comparison
Democratic Unsettled Independent Unsettled Republican Unsettled
Matters Temperature Matters Temperature Matters Temperature
193 - Republican Party
175 - Female President
170 - Female President 184 - US One Year
166 - Democratic Party
157 - US Today
150 - Female President
138 - Tea Party
124 - Black Lives Matter
116 - US One Year
99 - Black Lives Matter
94 - Republican Party
91 - Democratic Party
80 - Media Coverage 79 - Tea Party
74 - US One Year
69 - Media Coverage 69 - Black Lives Matter
67 - US Today 64 - Immigration
60 - Immigration 59 - Immigration
37 - US Today 43 - Media Coverage
36 - Tea Party
26 - Democratic Party
23 - Republican PartyAdSAM Perceptual Map® | General
The general temperature for a Perceptual Map victorious
cheerful
reflects a positive view towards a female TM
happy
kind
president and a negative view on immigration, thankful warm
polite stimulated
the U.S. today and media coverage of the FP Female President relaxed bold
mature
election. Views on the U.S. in a year is generally DP Democratic Party
FPchildlike
positive and the Black Lives Matter Movement RP Republican Party provocative
serene wholesome
has a neutral view amongst voters. TP Tea Party modest
tempted
BLM Black Lives Matter
Appeal
aggressive
nonchalant TRUSOIP
MC Media Coverage
BLMDP
aloof anxious
UST US Today quietly indignant
USO US One Year unemotional cynical
MC
RP
UST startled
skeptical
TP
IM
IM Immigration bored suspicious
blasé disbelieving
IP Impeachment irritated
displeased fearful
weary
TR Trial disgusted angry
disappointed
gloomy troubled
insecure
terrified
sad deceived
rejected crushed
ADSAM® Perceptual Maps© Copyright© 1996
ADSAM Marketing, LLC. All rights reserved.Conclusion The view of female president is representatively high for all political affiliations. In another “Unsettled Matter,” Independents and Republicans are optimistic about how things are going in the United States one year from today. The Democrats are much less optimistic. Republicans are somewhat suspicious of the concept of Black Lives Matter; Independents are slightly more accepting but only Democrats are more positive toward it. Another interesting note is the fact that Immigration is not favorable amongst all groups. This maybe related to media coverage as it reflects a similar trend in this survey. This trend also mirrors the way presidential candidates talk about “Unsettled Matters.” This survey offers a glimpse into the sentiments of the average political party member regarding some of the issues. In the next iteration of Political Sentiment Poll, 29 “Unsettled Matters” will be examined. The report will aid in understanding why decisions are made and what a party prioritizes. With this data, there are insights into the political views of each party.
Political
Sentiment Poll
2020 Presidential Election
Unsettled Matters
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