POLITICAL SENTIMENT POLL 2020 - PART II: UNSETTLED MATTERS
March 2, 2020
In this Part Two of the Political Sentiment Poll, conducted in Feb 2020, voters’ emotional responses toward political Unsettled Matters were assessed. Here 9 issues of the 29 to be assessed in March were presented. This poll measured the emotional response of two-hundred voters (https://ufl.qualtrics.com/jfe/form/SV_57KQlzAwaebvYTr). The responses were organized into AdSAM® 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 Map 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, with the aid of student assistants. The emotional response report, called The Florida Sentiment Poll, uses a tool called AdSAM®: 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. AdSAM® uses proprietary graphic characters called the Attitude Self-Assessment Manikin to depict the dimensions and measure human emotional response.