New Study Reveals the Emotional Impact and Effectiveness of Negative C...(ans. Undecided Independents and Liberals...)

Openness and Conscientiousness are Best Predictors of Candidate Preference

The Election Patterns findings look at the election psychographics of voters and revealed that openness and conscientiousness are the best predictors of candidate preference. The findings show that McCain voters are more conscientious, and Obama voters are more open to new experiences. Obama voters are three times more likely to identify Openness as their top trait compared with McCain voters, who are twice more likely to be Conscientious.

"This goes beyond party affiliation and suggests that a good psychographic targeting strategy for McCain would be to show that he is open to promoting change and reform, but will do so in a systematic and organized way and always according to plan," said David H. Rosen, Ph.D, Psychology, and SP Labs Science Team researcher. "And Obama would benefit from stating that he has concrete and detailed plans that he will follow, and that these plans are bold and focus on change."

Undecided Voters' Personality Traits Most Resemble Obama Supporters

The personality traits of undecided voters resemble Obama voters more than McCain voters. This could mean good news for Obama if his campaign emphasizes these psychological similarities. Both Obama and Undecided voters rank highest on being intellectual and aesthetic, while McCain voters describe themselves as mostly scrupulous and warm.

Other key findings from the Election Patterns report revealed:

-- A highly-examined and sought after group by both Obama and McCain are

Independents; and of these voters who do not identify with either of the

two major parties, 51 percent support Obama, 17 percent support McCain,

and 32 percent remain undecided.

-- Undecided voters could decide the election, but so
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