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Voters Only Care About Giuliani, Clinton and Obama
Do U.S. presidential candidates Rudolph Giuliani and Hilary Clinton make you feel like the emotional-response manikin on the right? It could be a good thing. By gauging voters’ responses, using this manikin and others, AdSAM claims that only Giuliani, Clinton and Barak Obama generate “Emotional Temperature” in the public that is high enough to propel them to the White House.
GAINESVILLE, FL — October 3, 2007 — More voters feel that former New York City Mayor Rudolph Giuliani is the “hottest” presidential candidate, according to a new type of non-verbal poll conducted by the leading company for predicting consumer behavior based on “Emotional Temperature.” Only Giuliani, Sen. Hilary Clinton and Sen. Barak Obama arouse enough visceral excitement in voters to sustain them through the long primary process, concludes the SenseUS™ poll conducted by AdSAM® and Itracks, conducted September 15-21, 2007.
“Our poll correctly shows how intensely voters feel about each candidate, both positively and negatively,” said Jon Morris, PhD, president of AdSAM® and professor of advertising at the University of Florida. “Giuliani leads all candidates in terms of Emotional Strength, which is most important now to the GOP as only 31% of Republican voters are enthusiastic or excited about their party”
Proven Method for Disproving Conventional Wisdom
The viability of former Massachusetts Governor Mitt Romney is called into question by the poll. Although he performs strongly in many traditional preference polls, 56% of Republicans feel “ambivalent” or “uninterested/unexcited” about him.
“To sustain a long campaign, a candidate must inspire strong feelings in voters,” Morris said. “In addition to Giuliani, Obama and Clinton, the only other candidates to register positive Emotional Temperature were Sen. John McCain and former senators Fred Thompson and John Edwards.”
The SenseUs™ candidate poll used the same AdSAM® methodology the company employed in 2006 to prove that ads that use sexy models in national women’s magazines are not compelling or effective at motivating female readers to buy. To measure the Emotional Response the 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 – 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, most polls focus heavily on rationale measures, which only reveal half the story, as every human response is a combination of rational and emotional processing. Previously, the AdSAM® method has been used in over 600 proprietary studies worldwide and incorporated into research of many FORTUNE 500 companies.
About AdSAM®:
AdSAM® specializes in Emotional Response measurement. The cross cultural technique has been used in over 26 countries in communications, marketing and other research.
About Itracks:
Itracks is a leading provider of data collection for market research. Information on the company and industry trend summaries are at www.itracks.com and www.itracksnews.com.
Media Contact:
For a copy of the Executive Summary of the SenseUs poll please contact Conrad Morris at (800) 563-8654 or email conradmorris@adsam.com
Go back to the home page2008 SenseUS™ Presidential Survey
SenseUS™ measures emotion response to Democratic and Republican candidates and major issues. All candidates are compared by party and overall.
To view past blog entries, please click below.
Achived ArticlesSenseUs seeks to understand the hearts and minds of voters
Voters Only Care About Giuliani, Clinton and Obama
The SenseUS Executive Report shows...
Democrats Feel Better About Party Than Candidates; Republicans Feel Better About Giuliani Than Party
Republican Voters becoming less accepting of war effort; many issues emotionally shaping candidate positions
OBAMA CAPTURING HEARTS OF INDEPENDENT VOTERS, CLINTON’S NEGATIVES SURFACE AS DISGUST; GIULIANI MILDLY POLARIZING
Jan. 2008 Polling: McCain Becomes Leading Candidate Based on Feelings
Hillary Clinton takes an Emotional Tumble among all voters, but particularly Independents.
SenseUs™ Poll compares changes in voters’ feeling about candidates since September 07
Voters feelings about prescription drug ads.
