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A poll for the 2020 Presidential Election that uniquely measures Emotional Response to candidates and key issues has been created, administrated and distributed by Dr. Morris, professor at the University of Florida, with the aid of student assistants. The emotional response measure, called The Florida Sentiment Poll uses a tool called AdSAM®; a non-verbal visual measure that is based on the Dimensional Theory of Emotion. Every emotion is a combination of three dimensions: Appeal, Engagement, and Empowerment. AdSAM® utilizes proprietary graphic characters called the Attitude Self-Assessment Manikin to depict the dimensions and measure the human emotional response.

In part one of the Florida Sentiment Poll, the voters’ emotional responses for the presidential candidates were assessed on January 26, 2020. The poll measured the emotional response of two-hundred voters; the responses were organized into AdSAM® Perceptual Maps©, and Emotional Temperature™ thermometers to depict the results of the poll visually.

AdSAM® has been capturing the emotional response of voters since September 2007. The purpose of the poll is to take into account the actual feelings that lead to changes of heart among voters. The results of past voters predicted many events of the 2008 Presidential Primaries.


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