How America experiences Clinton & Trump, by Ryan Baum, @FocusVisionInfo #NewMR


Live note taking from the October 27, 2016 webinar. Any errors are my own.

  • Emotions evolved through natural selection and so are recognizable in humans regardless of language and culture
  • Pioneers
    • Paul Ekman, top psychologist noted by American Psychological Association and Time magazine, six basic emotions – anger, happiness, surprise, disgust, sadness, and fear
    • Robert Plutchik: Own emotion model added two more emotions to Ekman’s model – joy, trust, fear, surprise, sadness, anticipation, anger, and disgust. Plutchik’s model incorporates color so that rage is red, grief is blue, loathing is purple, colors we are familiar with
  • Valence: how positive or negative people feel about something. Neutral emotions are surprise or anticipation which can be positive or negative depending on the emotion, a good surprise or a bad surprise
  • What emotions do people feel towards the candidates? What intensity, what valence? And why do people feel this way?
  • GenPop USA of 2000 people who have seen or heard many things about both Clinton and Trump
  • Intent was not to predict but rather to understand voting behaviors so they included people who did and did not intend to vote
  • Audience invited to answer a survey: http://www.focusvision.com/Election2016 (oops! For USA people only so it looks like I want to vote but I refuse to J  )
  • People feel negative about both candidates, People feel the negative emotions at a higher intensity than the positive emotions, Independent voters feel equally negative about both candidates
  • Trump holds a monopoly on the surprise emotion
  • People feel more negative about trump in all regions, all ages and young people in particular, and all income groups
  • Based on open end verbatims they evaluated why those emotions were held for each candidate
    • Why does Hillary make people feel joy? Qualified, first female, good intentions, aligns with political views, best candidate
    • Why does Trump make people feel joy: Outspoken, new ideas, represents change, best candidate, aligns with political views, successful businessman, problem solver
    • Why does Hillary make people feelanger: dishonest, privileged, different political views, pro-choice on abortion
    • Why does Trump make people feel angry: bigot, egotistical, unfit, bad intentions, ignorant, bully, dishonest
    • Why does Hillary make people feel anticipation: winning, first female president, future accomplishment
    • Why does Trump make people feel anticipation: change, winning, what will he say or do next, actions as president
    • Why does Hillary make people feel fear: distrust, unfit, uncertainty, personal agenda, safety of our nation, no change from Obama, loose freedom, gun rights
    • Why does Trump make people feel fear: reckless, unfit, bigot, damage relationships, hateful agenda
    • Why does Hillary make people feel surprise: made it this far, first female president
    • Why does Trump make people feel surprise: outlandish remarks, made it this far, unpredictable, changes his mind
    • Why does Hillary make people feel sadness: dishonest, don’t want her to win, will hurt country, no change, poor past decisions, wanted Bernie to win, only wins because trump is worse
    • Why does Trump make people feel sad: offensive, people support him, he might win, will hurt America, no better republican
    • Why does Hillary make people feel trust: political experience, good intentions, similar political views
    • Why does Trump make people feel trust: businessman, outspoken, not a career politician, loves American, good intentions
    • Why does Clinton make people feel distrust: privileged, pro-choice, her husband’s affair, cunning, different political views
    • Why does Trump make people feel disgust: hateful, bigot, reckless, ignorant, rude, bully, egotistical
  • Candidates are trusted within their own party
  • 88% of millennials feels anger towards trump, 61% of females feel anticipation towards Clinton
  • People who like trump says he’s outspoken but people who don’t like him say he is hateful
  • Emotions are best measured over time
  • Now live results from the questionnaire we just answered (keep in mind the audience is researchers who know how questionnaires work, not people necessarily answering honestly)

votingimage

Advertisements
%d bloggers like this: