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Hillary Clinton takes an Emotional Tumble among all voters, but particularly Independents.
A new April SenseUs™ Poll reports how voters are feeling about candidates.
None of the three Presidential candidates, Clinton, McCain or Obama are as emotionally stimulating as they once were, according to the SenseUs™ Poll, which measures voters’ emotional reactions to candidates and issues based on “Emotional Temperature.”
(Scroll Down for Report)
Hillary Clinton’s emotional connection with voters, however has had the steepest and most consistent decline over the three periods (September 2007, January 2008 and April 2008), which suggests she is losing relevancy with voters. Emotionally, she trails both Obama and McCain,
concludes the SenseUS™ poll conducted by AdSAM® and Itracks.
“SenseUS™ accurately measures how strongly voters feel about each candidate, and how engaging they find them” said Jon Morris, PhD, president of AdSAM® and professor of advertising communications at the University of Florida. “Specifically, among all voters, Senator Clinton’s Emotional Temperature has dropped 23 points since September 2007 and 16 points since January 2008.’
Obama who dropped 8 points from September 2007, to January 2008 has remained the same in April, 2008. McCain moved up 6 points from September 2007, to January, but is down a modest 3 points in the April SenseUs™.
Why has Senator Clinton gone cold with voters? Both Independents and Democrats who expressed Uninterested, Unaccepting and Disgusted emotions about Clinton cited her dishonesty as a main contributor of their feelings.
Proven Method for Disproving Conventional Wisdom
Many polls report who is ahead in the race for the presidency by asking ‘If the race were held today who would you vote for?’ SenseUs™ measures the actual feelings that lead to changes of heart among voters.
AdSAM® is a well respected global measure of emotional response. The validity and reliability of the process is supported by numerous academically reviewed research studies and published peer reviewed articles, including studies of the human brain’s processing of emotion using fMRI (functional magnetic resonance imaging).
The SenseUs™ candidate poll employed the same AdSAM® methodology that has been used by major FORTUNE 500 companies and universities around the globe. Research has shown AdSAM® emotional response technology to be highly predictive of behavioral intentions.
To measure the Emotional Response the SenseUS™ participants were asked “How does (name of each candidate) make you feel? The participants were then shown three rows of manikins – an icon-like figure – demonstrating an expression- that represented their emotional reaction. Then they were asked to select one on each row. The first group of manikins represented pleasure, the second arousal or engagement, and the third control or dominance.
What Most Polls Miss
According to Dr. Morris, AdSAM®’s SenseUS™ has tracked voter feelings since September 2007, and has the answers to the questions that will affect the outcome of the election. In addition to finding and reporting the emotions that voters are exhibiting toward candidates, Emotional Profiles™ get at the why behind those feelings. This unique tool matches the voters’ emotional response with their own verbatim comments about those feelings.
Download Complete April 08 Candidates Report
SenseUS April 08 Candidates Report (PPT, 791KB)
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2008 SenseUS™ Presidential Survey
SenseUS™ measures emotion response to Democratic and Republican candidates and major issues. All candidates are compared by party and overall.
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Hillary Clinton takes an Emotional Tumble among all voters, but particularly Independents.
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