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Mindset Media Study Reveals Which Independent Voters Favor Obama Vs. McCain

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 (, 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 (

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.

People who display low levels of dogmatism (Dogmatism 1's) disdain so-called moral authorities, especially the conservative kind. They think kids should be exposed to moral questions and allowed to draw their own conclusions.

As for their counterparts, the following Mindsets distinguished independents planning to vote for McCain in November:

-- 150 percent more likely to be a Dogmatism 5

-- 36 percent more likely to be an Optimism 5

-- 29 percent more likely to be a Diligence 1

Highly optimistic people (Optimism 5's) never fail to look on the bright side of things, no matter how bleak the current situation.

Those scoring high in Dogmatism (Dogmatism 5's) honor tradition, accept authority, and are generally conservative in all things.

Those scoring low in Diligence have little motivation on tasks they think are unimportant or dull. They often don't make New Year's resolutions, and when they do, they tend to be forgotten pretty quickly.

"In a neck-to-neck presidential race, every vote counts," said Sarah Welch, COO and co-founder of Mindset Media. "Candidates can use our network to reach mass audiences of people wired with the personality traits to make more receptive to their party platform and campaign messages."

About Mindset Media

Mindset Media is the internet ad network for brands. Using its proprietary psychographic standard, Mindset Media enables brand advertisers to target millions of people with the personality traits that fit their brands in online media buys. The company works in partnership with Nielsen Online to develop consumer profiles that help brand marketers specify their psychographic targets. For more information, visit

SOURCE Mindset Media
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