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Mindset Media Study Reveals Which Independent Voters Favor Obama Vs. McCain
Date:10/20/2008

Study Finds That Self-Proclaimed Independent Voters Who Score High in Creativity Skew toward Obama and Very Optimistic Independents Prefer McCain

NEW YORK, Oct. 20 /PRNewswire/ -- Mindset Media (http://www.mindset-media.com), which operates an online ad network that enables brand advertisers to reach millions of people with the personality traits that fit their brands, has released a Mindset Profile(TM) of prospective presidential voters. The results are a part of a recent study conducted using Nielsen's Online panel (http://www.nielsen-online.com).

As the race for the White House rounds the final bend, presidential hopefuls are undoubtedly using the debates as an opportunity to sway undecided voters. But despite their best efforts, independents may be more influenced by their own personalities than those on the TV screen in front of them.

In a recent study, Mindset Media found that self-proclaimed independents who planned to vote Democratic in November had a distinctly different Mindset Profile than those who planned to vote Republican.

According to the study, three personality traits, or Mindsets, consistently over-index for independents planning to vote for Obama next month:

-- 120 percent more likely to be a Dogmatism 1

-- 60 percent more likely to be a Creativity 5

-- 55 percent more likely to be an Openness 5

Those who score high in Creativity (Creativity 5's) are both inventive and imaginative. They also tend to be emotionally sensitive and intellectually curious.

Highly open people (Openness 5's) tend to seek rich, varied and novel experiences, believing that imagination and intellectual curiosity contribute to a life well lived. They are receptive to their own inner feelings and may feel both happiness and unhappiness more intensely than others.

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SOURCE Mindset Media
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