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US Celebrity & Politician Warmth & Competence Study About Our Firm

• Fidelum Partners is a research-based consulting and data analytics firm focused on customer insights, loyalty and growth strategies that help our clients achieve sustained performance. • Our proprietary HUMAN Brand insights model was published in the Journal of Consumer Psychology in 2012 and has since been cited and validated in over 420 peer-reviewed academic papers. • Our award-winning book, The HUMAN Brand: How We Relate to People, Products and Companies was published in 2013. • The HUMAN Brand insights model has been used to evaluate hundreds of companies, brands and famous individuals in eight countries and seven languages since 2010.

• In September 2016, our firm conducted a national study to demonstrate the impact of politician warmth and competence on voting intentions. • That study showed that warmth and competence perceptions of politicians are highly predictive of voting intent. • Our 2016 study was published in the Journal of Product & Brand Management in February 2019. • This 2020 study replicates and extends the design of our previous ones to further validate the usefulness of our HUMAN Brand insights model.

Occupation Perceptions of US Adults

Nurse Teacher

Child Care Worker Farmer Doctor Professor

Secretary Writer Bus Driver Actor Engineer Researcher Retail Worker Cashier Waiter Office Clerk Scientist Landscaper Accountant Warmth Manager Maid Janitor Cook Police Officer Factory Worker Plumber Cust Serv Agent Salesperson Construction Worker Food Service Worker Laborer Mechanic CEO Fast Food Worker Garbage Collector Banker Dishwasher Truck Driver Taxi Driver Politician Prostitute Lawyer

Contempt & Rejection Envy & Distrust

Animal Perceptions of US Adults Dog

Horse Cat Hamster Rabbit Cow Duck Monkey Pig

Zebra Elephant Giraffe Bird

Chicken Warmth

Mouse Whale

Fish Hippo Lizard Leopard Lion Rat Bear

Snake Tiger

Contempt & Rejection Envy & Distrust

© 2020 Fidelum Partners. All Rights Reserved. http://onlinelibrary.wiley.com/doi/10.1111/jasp.12361/full Competence 6 Sympathy & Neglect Admiration & Loyalty Habitat for Humanity • • Humane Society Company & Brand Perceptions of US Adults Boys & Girls Club • • Salvation Army Minute Maid DAV • • Tropicana • • • VA Hospitals • McDonalds• Campbell’s Zappos.com • Hershey • Public Transport • Burger King • Johnson & • USPS Ford Johnson Honda •• • • Tylenol • Amazon.com • Macy’s Advil • Coca Cola • Amtrak • Best Buy • Toyota Travelers Insurance • Shell • • Sears Gucci • JPMorganChase •• Mercedes Bank of America • Cartier •

Warmth • Citibank Walmart • • Exxon • Morgan Stanley • Rolex • Rolls Royce • Porsche

Sampling & Data Collection

• To illustrate the value of warmth & competence insights, a study was designed to assess 18 well-known politicians and celebrities regarding the 2020 election.

• Interviews with 1,501 U.S. adult members of the PureSpectrum research panel were conducted online from September 8-12, 2020.

• Respondents were recruited and screened for age, gender, income, race, education, region and political party to match recent census estimates.

• Responses were screened for quality and minor deviations from the targeted demographic quotas were corrected by weighting of the data, as needed.

• Our research sample yields a sampling margin of error of +/- 2.5% at the 95% confidence interval.

• Overall, Barack Obama received the highest combined warmth and competence ratings, as well as the highest warmth score, among all those evaluated. • Bill Gates, LeBron James, and Tom Brady were rated highest on competence.

Now for each of the following people, please indicate on a scale from one to seven how well the following statements describe each one, in your opinion. Mean Response on a 1-7 scale 5.3 Warmth Rating Competence Rating 5.2 5.0 5.1 4.9 4.8 4.8 4.8 4.4 4.6 4.4 4.1 4.2 4.1 4.1 4.3 3.7 3.3

Barack Obama Bill Gates LeBron James Tom Brady George W. Bush Ellen DeGeneres Jessica Simpson Tiger Woods Mark Zuckerberg

• In contrast, Vladimir Putin, Bill Cosby and Donald Trump received the lowest combined warmth and competence ratings across all those evaluated. • Joe Biden, Kamala Harris, and Mike Pence are each rated similarly on warmth and competence. Now for each of the following people, please indicate on a scale from one to seven how well the following statements describe each one, in your opinion. Mean Response on a 1-7 scale

4.6 Warmth Rating Competence Rating 3.9 4.0 3.9 4.1 3.9 4.0 3.8 3.8 3.7 3.6 3.8 3.3 3.3 3.3 3.1 3.0

2.3

Bernie Sanders Jeff Bezos Joe Biden Kamala Harris Mike Pence Charlie Sheen Donald Trump Bill Cosby Vladimir Putin

• Our 2020 warmth & competence perception map shows an interesting pattern of perceptions, especially relative to our 2016 data for certain individuals. 5.4 Sympathy & Neglect Admiration & Loyalty 5.0 Ellen DeGeneres 2016 Barack Obama 4.6 Jessica Simpson George W Bush George W Bush 2016 LeBron James 4.2 Joe Biden 2016 Ellen DeGeneres Bill Gates Joe Biden Bernie Sanders Tom Brady 3.8 Tom Brady 2016 Kamala Harris Tiger Woods Mike Pence 3.4 Charlie Sheen Mark Zuckerberg Donald Trump Jeff Bezos 3.0 Bill Cosby Average Warmth Rating Warmth Average Donald Trump 2016 2.6 Vladimir Putin 2016 Vladimir Putin 2.2

1.8 Contempt & Rejection Envy & Distrust 2.8 3.2 3.6 4.0 4.4 4.8 5.2 5.6 Average Competence Rating

• Biden supporters have extremely favorable views of Barack Obama and other politicians, but highly negative perceptions of Donald Trump and Mike Pence. 6.5 Barack Obama 6.1 Sympathy & Neglect Admiration & Loyalty 5.7 Joe Biden Kamala Harris 5.3 Bernie Sanders LeBron James 4.9 Jessica Simpson Bill Gates Ellen DeGeneres 4.5 George W Bush Tom Brady 4.1 Tiger Woods 3.7 Mark Zuckerberg Jeff Bezos Charlie Sheen 3.3 2.9 Bill Cosby Mike Pence 2.5

Average Warmth Rating Warmth Average Vladimir Putin 2.1 Donald Trump 1.7 1.3 0.9 0.5 Contempt & Rejection Envy & Distrust 1.8 2.2 2.6 3.0 3.4 3.8 4.2 4.6 5.0 5.4 5.8 6.2 6.6 7.0 Average Competence Rating

• In contrast, Trump supporters have extremely favorable views of Donald Trump and Mike Pence, but highly negative ones of Joe Biden and Kamala Harris.

5.6 Sympathy & Neglect Mike Pence Admiration & Loyalty 5.2 Donald Trump George W Bush 4.8 Tom Brady 4.4 Jessica Simpson Ellen DeGeneres 4.0 Tiger Woods LeBron James Bill Gates 3.6 Barack Obama Mark Zuckerberg Charlie Sheen Jeff Bezos 3.2 Bill Cosby Bernie Sanders Average Warmth Rating Warmth Average 2.8 Vladimir Putin Joe Biden 2.4 Kamala Harris

2.0 Contempt & Rejection 1.6 Envy & Distrust 1.9 2.3 2.7 3.1 3.5 3.9 4.3 4.7 5.1 5.5 5.9 6.3 6.7 7.1 7.5 Average Competence Rating

• Registered Democrats have strongly favorable views of all politicians, including George W Bush, but extremely negative views of Donald Trump.

6.2 Sympathy & Neglect Admiration & Loyalty Barack Obama 5.8

5.4 Joe Biden Kamala Harris 5.0 LeBron James Jessica Simpson 4.6 Bernie SandersBill Gates Ellen DeGeneres 4.2 George W Bush Tom Brady 3.8 Tiger Woods 3.4 Mark Zuckerberg Charlie Sheen Jeff Bezos 3.0 Bill Cosby Average Warmth Rating Warmth Average 2.6 Mike Pence

2.2 Vladimir Putin 1.8 Donald Trump 1.4 Contempt & Rejection Envy & Distrust 1.0 1.9 2.3 2.7 3.1 3.5 3.9 4.3 4.7 5.1 5.5 5.9 6.3 6.7 Average Competence Rating

• Registered Republicans have equally negative perceptions of Joe Biden, but very favorable ones of Donald Trump, Mike Pence, and George W Bush.

Sympathy & Neglect Admiration & Loyalty 5.2 Mike Pence Donald Trump George W Bush 4.8

4.4 Jessica Simpson Tom Brady 4.0 Bill Gates Ellen DeGeneres Tiger Woods LeBron James 3.6 Charlie Sheen Barack Obama Mark Zuckerberg Jeff Bezos 3.2 Bill Cosby Average Warmth Rating Warmth Average Bernie Sanders 2.8 Joe Biden Kamala Harris 2.4 Vladimir Putin Contempt & Rejection Envy & Distrust 2.0 2.4 2.8 3.2 3.6 4.0 4.4 4.8 5.2 5.6 6.0 6.4 Average Competence Rating

• Respondents indicating they are neither a Democrat or Republican have similar perceptions to those of the total U.S. adult population. Sympathy & Neglect Admiration & Loyalty 5.1

4.7 Barack Obama

4.3 Jessica Simpson Ellen DeGeneres LeBron James George W Bush 3.9 Tom Brady Bernie Sanders Bill Gates

3.5 Joe Biden Kamala Harris Tiger Woods

Charlie Sheen Mark Zuckerberg 3.1 Mike Pence Jeff Bezos Average Warmth Rating Warmth Average Bill Cosby 2.7 Donald Trump

2.3 Vladimir Putin Envy & Distrust 1.9 Contempt & Rejection 3.0 3.4 3.8 4.2 4.6 5.0 5.4 5.8 Average Competence Rating © 2020 Fidelum Partners. All Rights Reserved. 17 US Adult Voting Intentions & Drivers of Voting Behavior Overall Likelihood to Vote for President

• Overall, Biden holds a 4 point voting intent advantage over Trump, while Barack Obama remains a widely more appealing candidate than either of them. Please indicate how likely you would be to vote for Biden Trump Other each of the following people for President of the Overall Men Women Supporter Supporter Democrat Republican (Party) United States, if they were running for that office in the % % % % % % % % next election. % Saying 6 or 7 on a 7-point scale* Barack Obama 46% 45% 47% 87% 21% 79% 16% 40% Joe Biden 37% 38% 37% 100% 15% 71% 14% 27% Donald Trump 33% 38% 29% 13% 100% 10% 77% 21% George W. Bush 28% 30% 27% 31% 45% 22% 45% 21% Kamala Harris 27% 29% 25% 66% 13% 57% 12% 14% Bernie Sanders 26% 27% 25% 50% 13% 45% 13% 20% Mike Pence 26% 32% 21% 14% 65% 9% 61% 15% Bill Gates 24% 29% 20% 42% 24% 32% 23% 19% Ellen DeGeneres 16% 14% 17% 26% 17% 17% 13% 16% LeBron James 14% 17% 11% 26% 16% 21% 12% 9% Tom Brady 12% 17% 8% 19% 19% 14% 14% 9% Jeff Bezos 11% 15% 7% 19% 17% 12% 14% 7% Mark Zuckerberg 9% 13% 6% 17% 17% 11% 13% 6% Tiger Woods 9% 13% 6% 16% 17% 11% 13% 5% Charlie Sheen 8% 12% 5% 14% 15% 9% 10% 6% Jessica Simpson 8% 11% 5% 14% 15% 10% 11% 5% Bill Cosby 7% 9% 5% 10% 13% 4% 11% 5% Vladimir Putin 7% 11% 3% 12% 14% 7% 12% 3% © 2020 Fidelum Partners. All Rights Reserved. * 7= definitely would vote for, 1= definitely would not vote for 1919 Likelihood to Vote in Presidential Election

• Overall, just under 70% of all respondents indicated they will definitely vote in the 2020 Presidential election. • 90% of Biden supporters indicate they will definitely or probably vote in the 2020 Presidential election, versus only 86% Trump supporters intend to do so. • In our 2016 study, 95% of Trump supporters indicated they would definitely or probably vote, versus only 85% for Clinton, which was pivotal in the outcome.

Biden Trump Other How likely are you to vote in the next Overall Men Women Supporter Supporter Democrat Republican (Party) election for President of the United States? % % % % % % % %

Definitely will vote 69% 74% 64% 83% 81% 84% 85% 46% Probably will vote 9% 8% 9% 7% 5% 7% 7% 11% Might or might not vote 10% 8% 11% 5% 6% 6% 5% 16% Probably will not vote 4% 3% 5% 1% 2% 1% 2% 8% Definitely will not vote 9% 8% 10% 4% 5% 2% 2% 19%

• Among Likely Voters, Biden holds a +7 point advantage over Trump overall, highlighting the significance of election day turnout on actual results. Please indicate how likely you would be to vote for Biden Trump Other each of the following people for President of the Overall Men Women Supporter Supporter Democrat Republican (Party) United States, if they were running for that office in the % % % % % % % % next election. % Saying 6 or 7 on a 7-point scale* Barack Obama 49% 48% 51% 89% 19% 82% 16% 46% Joe Biden 44% 43% 44% 100% 14% 74% 14% 38% Donald Trump 37% 42% 32% 12% 100% 9% 80% 23% Kamala Harris 33% 34% 31% 69% 13% 60% 12% 21% George W. Bush 31% 34% 29% 29% 46% 23% 46% 25% Mike Pence 31% 37% 25% 14% 72% 9% 65% 21% Bernie Sanders 28% 29% 28% 51% 12% 46% 13% 24% Bill Gates 27% 33% 21% 42% 24% 33% 24% 23% Ellen DeGeneres 15% 15% 15% 25% 16% 17% 12% 16% LeBron James 14% 17% 10% 25% 15% 21% 12% 6% Tom Brady 12% 18% 7% 18% 18% 15% 14% 8% Jeff Bezos 12% 17% 7% 18% 17% 13% 15% 8% Mark Zuckerberg 10% 15% 5% 16% 17% 11% 13% 5% Tiger Woods 10% 14% 5% 16% 16% 11% 13% 4% Charlie Sheen 8% 13% 3% 13% 14% 9% 10% 5% Jessica Simpson 8% 13% 3% 14% 14% 9% 11% 3% Bill Cosby 7% 10% 4% 10% 13% 4% 12% 5% Vladimir Putin 7% 12% 1% 11% 15% 7% 12% 1%

• While Donald Trump, Barack Obama and George Bush were rated most familiar, all celebrities and politicians evaluated are familiar to a majority of respondents. How familiar are you with each of the following Overall Men Women Biden Trump Democrat Republican Other celebrities and politicians? % % % Supporter Supporter % % (Party) % Saying 4-7 on 1 to 7 scale % % % Donald Trump 93% 93% 93% 94% 99% 93% 98% 89% Barack Obama 92% 91% 93% 98% 92% 97% 93% 88% George W. Bush 90% 93% 88% 91% 94% 94% 95% 84% Bill Gates 87% 89% 85% 92% 90% 90% 90% 82% Bill Cosby 87% 87% 86% 90% 87% 88% 91% 83% Joe Biden 87% 87% 86% 96% 88% 94% 90% 78% Ellen DeGeneres 85% 82% 88% 89% 86% 87% 88% 81% Tiger Woods 83% 86% 80% 88% 89% 87% 90% 75% Charlie Sheen 82% 82% 82% 83% 86% 81% 88% 78% Mark Zuckerberg 82% 84% 80% 85% 87% 82% 86% 78% Bernie Sanders 81% 83% 80% 86% 82% 89% 87% 71% Tom Brady 79% 85% 73% 83% 84% 80% 84% 75% Mike Pence 79% 85% 73% 81% 89% 82% 91% 68% LeBron James 76% 80% 73% 82% 77% 83% 78% 69% Vladimir Putin 73% 83% 64% 78% 78% 76% 82% 64% Kamala Harris 71% 77% 66% 83% 71% 84% 76% 57% Jessica Simpson 71% 69% 74% 74% 72% 75% 76% 65% Jeff Bezos 62% 72% 52% 68% 66% 64% 70% 54%

• Barack Obama, Bill Gates, LeBron James and George W Bush were rated most admired, especially among Biden supporters and Democrats.

Please indicate the degree to which you feel Biden Trump Other admiration for each of the following people at this Overall Men Women Supporter Supporter Democrat Republican (Party) point in time. Mean response on a 1-7 scale* Barack Obama 4.5 4.5 4.5 6.3 3.2 6.1 3.1 4.3 Bill Gates 4.4 4.7 4.1 5.4 4.2 5.0 4.3 4.0 LeBron James 4.1 4.3 3.9 5.1 3.6 5.0 3.6 3.7 George W. Bush 4.1 4.2 4.1 4.3 4.9 4.0 4.9 3.7 Tom Brady 3.9 4.4 3.6 4.2 4.4 4.0 4.3 3.6 Joe Biden 3.7 3.8 3.7 6.0 2.5 5.4 2.6 3.2 Bernie Sanders 3.6 3.7 3.6 5.0 2.7 5.0 2.8 3.1 Kamala Harris 3.6 3.7 3.4 5.4 2.5 5.1 2.6 3.0 Jessica Simpson 3.6 3.6 3.6 3.9 3.9 3.8 3.8 3.2 Tiger Woods 3.6 3.9 3.2 3.9 3.9 3.7 4.0 3.1 Ellen DeGeneres 3.6 3.5 3.8 4.3 3.6 4.0 3.5 3.4 Donald Trump 3.5 3.8 3.1 2.1 6.2 1.9 5.7 3.1 Mark Zuckerberg 3.5 3.7 3.4 4.0 3.7 3.7 3.7 3.2 Mike Pence 3.4 3.7 3.2 2.5 5.5 2.4 5.4 2.9 Jeff Bezos 3.4 3.8 3.1 3.9 3.5 3.7 3.6 3.1 Charlie Sheen 3.1 3.4 2.8 3.3 3.5 3.2 3.4 2.8 Bill Cosby 2.5 2.7 2.3 2.6 2.9 2.6 2.9 2.2 Vladimir Putin 2.3 2.7 1.9 2.2 2.8 2.0 2.8 2.1

• As would be expected, Biden supporters and Democrats have strongly differing attitudes on social and political issues than Trump supporters and Republicans. On a scale from 1 to 7, how strongly do you agree or Overall Men Women Biden Trump Democrat Republican Other disagree with the following statements? % % % Supporter Supporter % % (Party) % Saying 6 or 7 on a 7-point scale* % % % We should pay less attention to problems overseas and concentrate on problems here at home. 46% 46% 46% 43% 57% 40% 57% 43% Business corporations make too much profit. 41% 44% 38% 55% 35% 54% 33% 37% Stricter environmental laws and regulations are worth the cost 36% 39% 32% 55% 28% 51% 30% 28% Hard work and determination are no guarantee of success for most people. 34% 34% 35% 45% 31% 39% 32% 33% Our country has made the changes needed to give blacks equal rights with whites 32% 40% 24% 21% 58% 18% 56% 25% Government regulation of business is necessary to protect the public interest. 31% 37% 25% 45% 31% 38% 33% 24% Poor people have hard lives because government benefits don’t go far enough to help them live decently. 30% 30% 29% 46% 25% 39% 22% 27% The obstacles that once made it harder for women than men to get ahead are now largely gone. 28% 38% 18% 24% 51% 18% 50% 19% In foreign policy, the U.S. should take into account the interests of its allies, even if it means making compromises 27% 35% 20% 41% 26% 34% 29% 21% with them. The economic system in this country is generally fair to most Americans. 24% 34% 15% 19% 50% 15% 48% 15% Immigrants today are a burden on our country because they take our jobs, housing and healthcare. 21% 22% 19% 18% 37% 11% 38% 16% Homosexuality should be discouraged by society. 19% 27% 12% 17% 37% 14% 37% 11% © 2020 Fidelum Partners. All Rights Reserved. * 7= Agree completely, 1= Do not agree at all 2424 Presidential Election Candidate Voting Drivers

• The basic human perceptions of warmth, competence and admiration explain fully 70% of respondents willingness to vote for Presidential candidates. – Social attitudes and familiarity add only 1% to the total variance explained. • This is before a single issue or candidate experience are considered, highlighting that these basic perceptions are the primary drivers of election outcomes. Drivers of Presidential Election Candidate Voting Intent* 68% 71% 59% 49%

70%

8% 4%

• Warmth, competence and admiration ratings alone explain 76% of voting intent for Joe Biden, before attitudes and other factors are considered. • Demographics, familiarity and social attitudes add only 1% to the total variance explained, highlighting that HUMAN perceptions drive voting more than policies.

Drivers of Joe Biden Voting Intent* 77% 71% 64% 67%

32% 76%

9% 2%

Age, Education, Familiarity Social Attitudes Warmth Competence Admiration Total Variance Income Explained*

• Warmth, competence and admiration ratings alone explain 82% of voting intent for Donald Trump, before attitudes and other factors are considered. • Demographics, familiarity and social attitudes explain only 46% of Trump voting intent, highlighting that HUMAN perceptions drive voting more than policies.

Drivers of Donald Trump Voting Intent*

83% 79% 69% 72%

41% 82% 46%

2% 4%

Age, Education, Familiarity Social Attitudes Warmth Competence Admiration Total Variance Income Explained © 2020 Fidelum Partners. All Rights Reserved. *Linear regression variance explained 27 How Biden & Trump Help Each Other

• Biden and Trump each effectively “campaign” for each other through the negative perceptions that many voters have of them. • Specifically, 32% of voting support for Biden is driven by negative views of Trump, while 35% of Trump voting support is driven by negative views of Biden.

Opponent Impact on Candidate Voting Support*

35% 32% 28% 21%

Biden Voting Support Biden Voting Support Trump Voting Support Trump Voting Support From Pence Perceptions From Trump Perceptions From Harris Perceptions From Biden Perceptions

• While Joe Biden leads Donald Trump by 7 percentage points in support among likely voters, the outcome will be heavily dependent on turnout, as 90% of Biden supporters definitely or probably will vote versus 86% of Trump supporters.

• Bill Gates would be seriously considered as a candidate for President by 27% of likely voters, a greater proportion than any other non-politician.

• Overall, US adults have very similar warmth and competence perceptions of Donald Trump and Vladimir Putin, with both viewed very negatively.

• The 2020 Presidential election will be decided by voters’ warmth, competence and admiration perceptions of the candidates, not their political or social issues.  76% of willingness to vote for Joe Biden is driven by his warmth, competence & admiration.  82% of willingness to vote for Donald Trump is driven by his warmth, competence & admiration.

• Biden and Trump effectively “campaign” for one another with opposing voters.  35% of willingness to vote for Donald Trump is driven by negative perceptions of Biden.  32% of willingness to vote for Joe Biden is driven by negative perceptions of Trump.

• Our cluster analysis of the US adult population identified five distinct segments of potential voters, each with a unique profile of attitudes and voting intentions. • Among these, two segments are Biden supporters and two segments are Trump supporters, while the remaining one is largely disinterested in the 2020 election.

Proportions of US Adult Population

Largely Moderate More Progressive Liberals Liberals 20% 22%

Inconsistent Conservatives 13%

• 51% are female (52% overall) • 44% are Moderate (30% overall) • Average age is 48 (48 overall) • 51% are Democrat (32% overall) • Average income is $79k ($78k overall) • 80% very likely to vote (78% overall)

Represent only 20% of Adults but Contribute 35% of Likely Voters for Joe Biden

% Saying Strongly Agree % Very Likely to Vote for Candidate for President*

75% Business corporations make 32% Joe Biden too much profit. 41% 44%

Hard work and determination 20% 72% are no guarantee of success for Barack Obama 49% most people. 34% The economic system in this 19% 46% country is generally fair to Kamala Harris 33% most Americans. 24% Immigrants are a burden on 12% 32% our country because they take Bill Gates 27% jobs, housing and healthcare. 21% 29% Homosexuality should be 13% George W Bush discouraged by society. 19% Overall LML 31%

• 60% are female (52% overall) • 41% are Liberal (20% overall) • Average age is 50 (48 overall) • 63% are Democrat (32% overall) • Average income is $74k ($78k overall) • 92% are very likely to vote (78% overall) Represent only 22% of Adults but Contribute 51% of Likely Voters for Joe Biden % Saying Strongly Agree % Very Likely to Vote for Candidate for President*

Stricter environmental laws 70% 91% and regulations are worth the Barack Obama 49% cost 36% 85% Business corporations make 64% Joe Biden too much profit. 41% 44%

Our country has made the 2% 64% changes needed to give blacks Kamala Harris 33% equal rights with whites 32% The obstacles that made it 5% 58% harder for women to get Bernie Sanders 28% ahead are now largely gone. 28% The economic system in this 1% 34% country is generally fair to Bill Gates 27% most Americans. 24% Overall MPL © 2020 Fidelum Partners. All Rights Reserved. 33 Consistent Conservatives – 23%

• 55% are male (48% overall) • 67% are Conservative (29% overall) • Average age is 56 (38 overall) • 66% are Republican (28% overall) • Average income is $92k ($78k overall) • 89% are very likely to vote (78% overall) Represent only 23% of Adults but Contribute 60% of Likely Voters for Donald Trump

% Saying Strongly Agree % Very Likely to Vote for Candidate for President*

Our country has made the 59% 88% changes needed to give blacks Donald Trump equal rights with whites 32% 37% The economic system in this 48% 75% country is generally fair to Mike Pence most Americans. 24% 31% Business corporations make 16% 46% George W Bush too much profit. 41% 31% Stricter environmental laws 13% 10% and regulations are worth the Bill Gates cost 36% 27% Hard work and determination 2% 6% are no guarantee of success for Tom Brady most people. 34% Overall CC 12%

• 64% are female (52% overall) • 35% are Other Political Views (15% overall) • Average age is only 38 (48 overall) • 47% have no Political Party (21% overall) • Average income is $56k ($78k overall) • Only 44% are very likely to vote (78% overall) Represent 22% of Adults but Contribute Only 8% of Likely Voters for Donald Trump

% Saying Strongly Agree % Very Likely to Vote for Candidate for President*

Stricter environmental laws and 13% 25% regulations are worth the cost Barack Obama 36% 49% Our country has made the changes 4% 24% needed to give blacks equal rights George W Bush with whites 32% 31%

The obstacles that once made it 8% 17% harder for women than men to get Donald Trump ahead are now largely gone. 28% 37% The U.S. should take into account 12% 17% the interests of its allies, even if it Bernie Sanders 28% means making compromises. 27% 16% The economic system in this country 4% Bill Gates is generally fair to most Americans. 27% 24% Overall PDD

• 67% are male (48% overall) • 32% are Conservative (29% overall) • Average age is only 44 (48 overall) • 59% are Republican (28% overall) • Average income is $91k ($78k overall) • 85% are very likely to vote (78% overall) Represent only 13% of Adults but Contribute 29% of Support for Donald Trump

% Saying Strongly Agree % Very Likely to Vote for Candidate for President*

Business corporations make 78% 76% Donald Trump too much profit 41% 37%

Government regulation of 69% 58% business is necessary to Mike Pence protect the public interest. 34% 31% Our country has made the 67% 51% changes needed to give blacks George W Bush equal rights with whites 32% 31% Homosexuality should be 65% 48% Bill Gates discouraged by society. 19% 27%

Immigrants are a burden on 62% 45% our country because they take Barack Obama jobs, housing and healthcare. 21% Overall IC 49%

• Each attitudinal segment has a unique pattern of social and political attitudes that differ significantly from the total population. LML MPL CC PDD IC On a scale from 1 to 7, how strongly do you agree or disagree Overall with the following statements? % Saying 6 or 7* %

We should pay less attention to problems overseas and concentrate on problems here at home. 46% 42% 37% 50% 38% 73% Business corporations make too much profit. 41% 32% 64% 16% 32% 78% Stricter environmental laws and regulations are worth the cost 36% 33% 70% 13% 13% 62% Hard work and determination are no guarantee of success for most people. 34% 20% 56% 12% 25% 74% Our country has made the changes needed to give blacks equal rights with whites 32% 29% 2% 59% 14% 67% Government regulation of business is necessary to protect the public interest. 31% 31% 44% 15% 13% 69% Poor people have hard lives because government benefits don’t go far enough to help them live decently. 30% 25% 48% 3% 21% 67% The obstacles that once made it harder for women than men to get ahead are now largely gone. 28% 23% 5% 48% 8% 69% In foreign policy, the U.S. should take into account the interests of its allies, even if it means making compromises with them. 27% 25% 42% 11% 12% 60% The economic system in this country is generally fair to most Americans. 24% 19% 1% 48% 4% 64% Immigrants today are a burden on our country because they take our jobs, housing and healthcare. 21% 12% 8% 30% 7% 62% Homosexuality should be discouraged by society. 19% 13% 2% 29% 5% 65%

• Inconsistent Conservatives reported higher admiration ratings for all subjects, while Politically Disaffected & Disengaged reported lower admiration ratings.

Please indicate the degree to which you feel admiration for LML MPL CC PDD IC each of the following people at this point in time. Mean Overall response on a 1-7 scale* Barack Obama 4.5 5.7 6.3 2.3 4.0 4.6 Bill Gates 4.4 4.8 5.2 3.9 3.4 5.0 George W. Bush 4.1 4.4 3.4 4.7 3.4 5.1 LeBron James 4.1 4.7 4.9 2.9 3.8 4.7 Tom Brady 3.9 4.2 3.6 4.1 3.2 5.0 Joe Biden 3.7 5.3 5.5 1.7 2.4 4.3 Bernie Sanders 3.6 4.2 5.2 1.8 2.9 4.5 Ellen DeGeneres 3.6 4.0 3.8 2.8 3.3 4.8 Kamala Harris 3.6 4.7 5.2 1.6 2.5 4.4 Jessica Simpson 3.6 3.8 3.4 3.3 3.0 4.8 Tiger Woods 3.6 3.9 3.3 3.5 2.9 4.7 Mark Zuckerberg 3.5 3.9 3.3 3.1 3.0 4.9 Donald Trump 3.5 2.2 1.1 5.9 2.9 5.8 Mike Pence 3.4 2.8 1.5 5.5 2.7 5.2 Jeff Bezos 3.4 3.9 3.4 3.3 2.7 4.3 Charlie Sheen 3.1 3.3 2.6 2.8 2.7 4.7 Bill Cosby 2.5 2.6 1.9 2.2 2.2 4.4 Vladimir Putin 2.3 2.3 1.3 2.1 2.0 4.4

• Overall, More Progressive Liberals and Consistent Conservatives are most likely to vote in this Presidential election, while Politically Disaffected & Disengaged are least likely to vote overall. • This underscores the significant role that voter turnout will again play in the outcome of this Presidential election.

LML MPL CC PDD IC How likely are you to vote in the next election for Overall President of the United States? %

Definitely will vote 69% 67% 88% 82% 33% 77% Probably will vote 9% 13% 4% 7% 11% 8% Might or might not vote 10% 12% 4% 5% 19% 8% Probably will not vote 4% 3% 2% 2% 11% 1% Definitely will not vote 9% 5% 3% 4% 26% 6%

• Among Likely Voters, Inconsistent Conservatives are willing to vote for most candidates, while Politically Disaffected & Disengaged are indifferent to most. Please indicate how likely you would be to LML MPL CC PDD IC vote for each of the following people for Overall President of the United States, if they were % running. % Saying 6 or 7 on a 7 point scale* Barack Obama 49% 72% 91% 4% 25% 45% Joe Biden 44% 75% 85% 0% 2% 40% Donald Trump 37% 3% 0% 88% 17% 76% Kamala Harris 33% 46% 64% 0% 4% 41% George W. Bush 31% 29% 14% 43% 24% 51% Mike Pence 31% 6% 1% 75% 13% 58% Bernie Sanders 28% 29% 58% 1% 17% 33% Bill Gates 27% 32% 34% 10% 16% 48% Ellen DeGeneres 15% 14% 17% 3% 10% 41% LeBron James 14% 14% 15% 1% 10% 39% Tom Brady 12% 10% 8% 6% 7% 41% Jeff Bezos 12% 9% 8% 5% 8% 39% Mark Zuckerberg 10% 10% 3% 3% 5% 37% Tiger Woods 10% 11% 2% 4% 2% 39% Charlie Sheen 8% 5% 2% 1% 7% 38% Jessica Simpson 8% 8% 1% 1% 4% 36% Bill Cosby 7% 5% 1% 2% 3% 32% Vladimir Putin 7% 2% 0% 1% 2% 39%

• Voter segments differ significantly in gender and age, underscoring the differences in their life stage, values and experiences.

LML MPL CC PDD IC Overall Please indicate your gender. %

Female 52% 51% 60% 45% 64% 33% Male 48% 49% 40% 55% 36% 67%

LML MPL CC PDD IC Which of the following best describes Overall your age? %

18-24 years 9% 8% 7% 2% 23% 3% 25-34 years 18% 18% 18% 9% 26% 23% 35-44 years 17% 17% 11% 13% 18% 32% 45-54 years 17% 19% 17% 14% 17% 19% 55-64 years 17% 15% 23% 23% 10% 13% 65-74 years 17% 19% 21% 28% 5% 9% 75 or older 4% 4% 4% 10% 1% 1% Estimated Average Age 47.5 47.9 50.1 56.1 37.8 43.9

• Consistent Conservatives and Inconsistent Conservatives report annual household income well above the national average, while Politically Disaffected & Disengaged are far less wealthy than other households.

For statistical purposes only, which of the following LML MPL CC PDD IC Overall categories best represents your total annual household % income? Please select only one answer below. Less than $20,000 10% 12% 7% 2% 21% 7% $20,000-$29,999 9% 5% 9% 7% 11% 15% $30,000-$39,999 9% 9% 10% 7% 10% 9% $40,000-$49,999 13% 12% 14% 13% 15% 9% $50,000-$69,999 14% 13% 17% 18% 11% 9% $70,000-$99,999 13% 15% 15% 15% 9% 8% $100,000-$149,999 17% 20% 20% 18% 10% 19% $150,000-$199,999 6% 5% 4% 8% 3% 13% More than $200,000 6% 5% 3% 11% 2% 10% Don’t know 1% 0% 0% 0% 5% 0% Prefer not to say 2% 2% 3% 0% 3% 0% Estimated Average Income $77,706 $78,855 $73,703 $92,136 $56,240 $90,658

• Politically Disaffected & Disengaged are substantially less likely to have a university degree, while Inconsistent Conservatives are much more likely have an advanced degree.

For statistical purposes only, what is the last grade of LML MPL CC PDD IC Overall education you completed? Please select only one % answer below. Grade school 4% 0% 5% 0% 9% 6% Some high school 7% 10% 6% 4% 10% 5% High school graduate 27% 27% 23% 24% 35% 28% Some university 24% 18% 29% 31% 22% 12% Technical/Trade school 4% 6% 3% 7% 3% 2% University graduate 21% 24% 22% 22% 14% 26% Some graduate school 2% 2% 2% 2% 3% 1% Graduate school 4% 4% 5% 5% 2% 3% Post-graduate school 6% 7% 4% 7% 2% 17% Prefer not to say 1% 1% 0% 0% 1% 0%

• Consistent Conservatives are much more likely to be Caucasian, while Politically Disaffected & Disengaged are least often Caucasian and Inconsistent Conservatives are somewhat more likely to be Hispanic.

LML MPL CC PDD IC Which of the following best describes your ethnic Overall background? %

White or Caucasian 76% 69% 73% 93% 66% 78% Black or African American 13% 15% 18% 0% 17% 17% Asian or Asian American 6% 12% 5% 4% 6% 3% Some other ethnic background 3% 2% 5% 2% 5% 1% Native American/American Indian/Alaska Native 1% 1% 0% 1% 2% 1% Pacific Islander/Native Hawaiian 0% 0% 0% 0% 1% 0% Prefer not to say 1% 1% 0% 0% 4% 0%

LML MPL CC PDD IC Overall Do you consider yourself Hispanic? %

No 82% 82% 80% 88% 80% 74% Yes 18% 17% 20% 12% 19% 26% Prefer not to say 0% 1% 0% 0% 1% 0%

• While Largely Moderate Liberals and More Progressive Liberals skew Democratic, over 30% of each segment are Independents and unaffiliated voters.

• In contrast, Consistent Conservatives and Inconsistent Conservatives are heavily Republican, but are comprised of far fewer Independents or unaffiliated voters.

• Politically Disaffected & Disengaged voters seem largely disengaged, with the smallest proportions having a political party affiliation.

LML MPL CC PDD IC With which of the following political parties are you Overall currently affiliated, if any? %

Democrat Party 32% 51% 63% 4% 19% 21% Republican Party 28% 6% 2% 66% 16% 59% Registered Independent 15% 18% 23% 14% 12% 7% Libertarian Party 3% 1% 0% 4% 4% 5% Green Party 2% 4% 1% 0% 2% 1% None of the above 15% 16% 11% 9% 29% 5% Prefer not to say 6% 4% 1% 2% 18% 2%

• Largely Moderate Liberals tend to have mostly moderate political views, while More Progressive Liberals more often identify themselves as liberal.

• In contrast, Consistent Conservatives identify most as strongly conservative, while Inconsistent Conservatives are more moderately conservative.

• Politically Disaffected & Disengaged are generally moderate, but not strongly oriented to any particular political views.

LML MPL CC PDD IC Which of the following best describes your political Overall views? %

Progressive 5% 4% 14% 0% 1% 8% Liberal 20% 23% 41% 4% 12% 19% Moderate 30% 44% 27% 23% 33% 25% Conservative 29% 16% 10% 67% 18% 32% Nationalist 1% 2% 0% 0% 1% 2% Other 6% 4% 4% 3% 13% 3% Prefer not to say 9% 6% 4% 2% 22% 12%

• Not all Biden and Trump supporters are the same, as five distinct segments of US voters can be clearly identified on the basis of their differing social and political attitudes.  Largely Moderate Liberals make up 20% of all adults and contribute 35% of Biden voting support, but would also support Bill Gates or George W Bush for President.

 More Progressive Liberals make up 20% of all adults and contribute 51% of Biden voting support, but would also support Bill Gates or Bernie Sanders for President.

 Consistent Conservatives make up 23% of all adults and contribute 60% of Trump voting support, but would also support Bill Gates or Tom Brady for President

 Inconsistent Conservatives make up 13% of all adults and contribute 29% of Trump voting support, but would also support Bill Gates or Barack Obama for President.

 Politically Disaffected & Disengaged voters may could very well cast the deciding votes in the 2020 election, but do not seem inclined to do so, as most do not find either candidate appealing.

• Trump supporters are more common in southern states, while Biden supporters are more prevalent in northeastern states.

Biden Trump Other In what state do you reside? Overall Men Women Supporter Supporter Democrat Republican (Party) (Summarized by US Census Regions) % % % % % % % %

South 38% 37% 39% 33% 42% 35% 38% 40% West 24% 30% 18% 26% 21% 26% 23% 23% Midwest 21% 15% 27% 20% 21% 22% 22% 19% Northeast 17% 17% 17% 21% 17% 17% 17% 17%

• Republicans and Trump supporters tend to be male and older.

Overall Biden Trump Democrat Republican Other Please indicate your gender. Supporter Supporter (Party) % % % % % % Female 52% 51% 45% 56% 44% 54% Male 48% 49% 55% 44% 56% 45% Prefer not to say 0% 0% 0% 0% 0% 0%

Biden Trump Other Which of the following best Overall Men Women Supporter Supporter Democrat Republican (Party) describes your age? % % % % % % % % 18-24 years 9% 8% 10% 5% 3% 8% 3% 14% 25-34 years 18% 16% 20% 18% 15% 21% 12% 21% 35-44 years 17% 21% 13% 18% 21% 12% 22% 18% 45-54 years 17% 14% 20% 18% 15% 20% 19% 13% 55-64 years 17% 12% 21% 19% 19% 17% 18% 16% 65-74 years 17% 22% 13% 19% 20% 18% 21% 14% 75 or older 4% 6% 3% 4% 7% 4% 6% 4% Prefer not to say 0% 0% 0% 0% 0% 0% 0% 0% Estimated Average Age 47.8 48.8 46.8 49.2 51.2 48.2 51.6 44.8

• Majority of respondents earn between $35K and $149K. • Republicans have a higher average income than Democrats, however Biden supporters and Trump supporters have a similar average income.

For statistical purposes only, which of the Biden Trump Other following categories best represents your total Overall Men Women Supporter Supporter Democrat Republican (Party) annual household income? Please select only % % % % % % % % one answer below. Less than $20,000 10% 7% 13% 9% 6% 9% 4% 15% $15,000-$24,999 9% 8% 10% 9% 11% 13% 6% 8% $25,000-$34,999 9% 9% 9% 9% 8% 10% 8% 9% $35,000-$49,999 13% 9% 17% 11% 12% 11% 11% 15% $50,000-$74,999 14% 12% 17% 14% 15% 16% 11% 15% $75,000-$99,999 13% 14% 12% 15% 13% 15% 15% 11% $100,000-$149,999 17% 22% 12% 19% 18% 16% 22% 14% $150,000-$199,999 6% 10% 3% 6% 8% 4% 11% 4% More than $200,000 6% 10% 3% 5% 10% 4% 10% 5% Don’t know 1% 0% 2% 0% 0% 0% 0% 2% Prefer not to say 2% 1% 3% 2% 0% 2% 1% 2% Estimated Average Household Income $68,012 $78,758 $58,426 $70,789 $72,958 $65,108 $82,565 $60,448

• Biden and Trump supporters have similar levels of education overall. • Republicans are somewhat more likely to have completed a post-graduate degree.

For statistical purposes only, what is the last grade Overall Men Women Biden Trump Democrat Republican Other of education you completed? Please select only % % % Supporter Supporter % % (Party) one answer below. % % %

Grade school 4% 4% 4% 5% 2% 3% 0% 8% Some high school 7% 5% 9% 7% 5% 7% 3% 10% High school graduate 28% 23% 32% 24% 26% 29% 26% 29% Some university 24% 21% 26% 20% 25% 23% 26% 23% Technical/Trade school 4% 3% 6% 4% 6% 4% 5% 4% University graduate 21% 25% 17% 24% 23% 24% 25% 16% Some graduate school 2% 2% 2% 2% 1% 2% 2% 2% Graduate school 4% 5% 2% 5% 3% 4% 3% 4% Post-graduate school 6% 11% 2% 8% 9% 5% 11% 5% Prefer not to say 1% 1% 0% 1% 0% 1% 1% 0%

• More than half of our respondents are married (55%), which is slightly higher than the 2019 census estimate of 52%.

• Though this demographic measure was not included in our data weighting, we are comfortable that respondents of all marital statuses are well represented.

Overall Men Women Biden Trump Democrat Republican Other Please indicate your marital status. Supporter Supporter (Party) % % % % % % % % Married or Living as Married 55% 59% 51% 55% 67% 46% 74% 49% Single, Never Married 28% 29% 27% 30% 15% 37% 12% 32% Divorced or Separated 12% 6% 17% 11% 13% 12% 10% 12% Widowed 4% 3% 5% 4% 4% 5% 4% 3% Prefer Not to Say 2% 3% 0% 0% 0% 0% 0% 4%

• Respondent races and ethnicities are also well represented across all genders, ages and political party affiliations.

Overall Men Women Biden Trump Democrat Republican Other Do you consider yourself Hispanic? Supporter Supporter (Party) % % % % % % % % No 82% 80% 83% 81% 86% 80% 86% 80% Yes 18% 19% 17% 19% 14% 19% 14% 19% Prefer not to say 0% 1% 0% 0% 0% 0% 0% 1%

Which of the following best describes your ethnic Biden Trump Other Overall Men Women SupporterSupporter Democrat Republican (Party) background? % % % % % % % % White or Caucasian 76% 76% 76% 73% 89% 65% 94% 72% Black or African American 13% 11% 14% 18% 5% 24% 1% 13% Asian or Asian American 6% 7% 5% 5% 2% 7% 4% 7% Native American/American Indian/Alaska Native 1% 1% 1% 0% 0% 0% 0% 1% Pacific Islander/Native Hawaiian 0% 0% 0% 0% 0% 0% 0% 1% Some other ethnic background 3% 3% 3% 3% 2% 3% 1% 4% Prefer not to say 1% 1% 1% 0% 1% 0% 0% 3%

• Roughly half of the respondents want to vote or consider it a civic duty. That reason for voting is higher among Republicans and Trump supporters.

Biden Trump Other Why is that the case? (regarding intention to vote Overall Men Women Supporter Supporter Democrat Republican (Party) in Presidential election) % % % % % % % % Civic duty/Want to vote 49% 50% 48% 49% 59% 46% 65% 40% Anti-Trump 11% 11% 11% 24% 3% 24% 2% 7% Want change 10% 11% 10% 18% 3% 19% 5% 8% Dislike both candidates 7% 7% 7% 2% 3% 2% 3% 13% Unsure 6% 4% 8% 3% 4% 2% 6% 10% Pro-Trump 4% 5% 4% 1% 10% 1% 11% 3% Voting Doesn't Matter/Don't Want to Vote 4% 3% 5% 2% 1% 2% 1% 7% Can't Vote/Not Registered 4% 4% 4% 2% 5% 2% 1% 8% Anti-Biden 3% 3% 2% 0% 7% 0% 5% 3% Worried About COVID 3% 3% 3% 3% 3% 3% 3% 4% Other 3% 3% 3% 4% 4% 2% 3% 3% Not interested in politics 2% 1% 3% 0% 1% 1% 1% 4% Pro-Biden 1% 1% 1% 2% 1% 3% 0% 0%

• Consistent with the most recent Gallup polls for political party affiliation, our sample is comprised of 32% Democratic and 28% Republican respondents.

With which of the following political parties are you currently Biden Trump Overall Men Women Supporter Supporter affiliated, if any? % % % % % Democrat Party 32% 29% 34% 60% 10% Republican Party 28% 33% 24% 10% 65% Registered Independent 15% 16% 15% 17% 11% None of the above 15% 11% 18% 9% 8% Prefer not to say 6% 5% 6% 1% 3% Libertarian Party 3% 4% 1% 1% 3% Green Party 2% 2% 1% 1% 1%

• The political views of respondents were fairly evenly distributed, with about a third each reporting moderate, conservative or liberal/other views.

• As would be expected, Democrats more often reported having liberal views while Republicans reported strongly conservative views.

Biden Trump Other Which of the following best describes your Overall Men Women Supporter Supporter Democrat Republican (Party) political views? % % % % % % % % Moderate 30% 29% 32% 32% 22% 32% 23% 34% Conservative 29% 31% 27% 15% 55% 10% 63% 20% Liberal 20% 21% 19% 34% 9% 42% 8% 10% Prefer not to say 9% 10% 8% 5% 6% 5% 1% 17% Other 6% 3% 8% 3% 3% 2% 1% 12% Progressive 5% 6% 5% 10% 4% 8% 3% 4% Nationalist 1% 1% 1% 1% 1% 0% 1% 2%

• More Progressive Liberals voters are significantly less likely to live in southern states and much more likely to live in the Northeast. • In contrast, Inconsistent Conservatives voters are much more likely to live in southern states, but less common in western and midwestern states.

LML MPL CC PDD IC Overall In what state do you reside? %

South 38% 38% 26% 35% 45% 51% West 24% 28% 27% 28% 17% 18% Midwest 21% 20% 24% 22% 23% 15% Northeast 17% 14% 23% 16% 16% 16%

• Consistent Conservatives and Inconsistent Conservatives are much more likely to me married, while Politically Disaffected & Disengaged are significantly more likely to be single.

LML MPL CC PDD IC Overall Please indicate your marital status. %

Married or Living as Married 55% 50% 55% 73% 35% 65% Single, Never Married 28% 35% 30% 10% 41% 24% Divorced or Separated 12% 12% 11% 12% 14% 8% Widowed 4% 3% 4% 5% 3% 3% Prefer Not to Say 2% 0% 0% 0% 8% 0%

• Inconsistent Conservatives reported consistently higher familiarity with all, while Politically Disaffected & Disengaged are significantly less familiar. How familiar are you with each of the following LML MPL CC PDD IC Overall celebrities and politicians? % % Saying 4-7 on 1 to 7 scale Donald Trump 93% 92% 97% 99% 80% 97% Barack Obama 92% 96% 99% 91% 82% 97% George W. Bush 90% 92% 89% 96% 80% 94% Bill Gates 87% 88% 94% 89% 71% 95% Bill Cosby 87% 88% 93% 87% 78% 89% Joe Biden 87% 93% 98% 88% 66% 90% Ellen DeGeneres 85% 83% 92% 86% 77% 88% Tiger Woods 83% 87% 82% 87% 70% 95% Charlie Sheen 82% 80% 86% 86% 72% 85% Mark Zuckerberg 82% 78% 87% 84% 72% 92% Bernie Sanders 81% 85% 90% 81% 68% 86% Tom Brady 79% 77% 81% 82% 71% 86% Mike Pence 79% 74% 82% 91% 59% 92% LeBron James 76% 78% 80% 74% 67% 86% Vladimir Putin 73% 72% 81% 77% 55% 84% Kamala Harris 71% 77% 84% 74% 47% 76% Jessica Simpson 71% 74% 72% 65% 67% 85% Jeff Bezos 62% 59% 69% 64% 44% 80%

• Inconsistent Conservatives have consistently greater willingness to vote for all, while Politically Disaffected & Disengaged are generally least likely.

Please indicate how likely you would be to vote for LML MPL CC PDD IC Overall each of the following people for President of the % United States. % Saying 6 or 7 on a 7 point scale* Barack Obama 46% 68% 89% 6% 26% 43% Joe Biden 37% 71% 82% 0% 1% 38% Donald Trump 33% 4% 0% 87% 13% 73% George W. Bush 28% 30% 14% 42% 15% 49% Kamala Harris 27% 39% 61% 0% 4% 38% Bernie Sanders 26% 27% 57% 2% 14% 33% Mike Pence 26% 7% 1% 68% 8% 52% Bill Gates 24% 31% 33% 10% 13% 45% Ellen DeGeneres 16% 15% 16% 3% 14% 40% LeBron James 14% 15% 14% 1% 12% 37% Tom Brady 12% 11% 8% 6% 6% 40% Jeff Bezos 11% 9% 8% 5% 5% 37% Mark Zuckerberg 9% 9% 3% 3% 5% 37% Tiger Woods 9% 10% 2% 4% 5% 37% Charlie Sheen 8% 6% 3% 1% 6% 37% Jessica Simpson 8% 8% 2% 1% 5% 36% Bill Cosby 7% 5% 1% 2% 4% 31% Vladimir Putin 7% 3% 0% 2% 2% 38%

• Consistent Conservatives are most motivated to vote by civic duty, while More Progressive Liberals are also heavily motivated by a desire for change. • In contrast, Politically Disaffected & Disengaged seem disaffected and often report disliking both candidates. LML MPL CC PDD IC Why is that the case? (regarding intention to vote in Overall Presidential election) % Civic duty/Want to vote 49% 49% 48% 66% 32% 48% Anti-Trump 11% 13% 31% 1% 2% 8% Want change 10% 18% 19% 3% 7% 4% Dislike both candidates 7% 3% 2% 3% 22% 3% Unsure 6% 7% 1% 5% 13% 5% Pro-Trump 4% 2% 0% 9% 1% 14% Voting Doesn't Matter/Don't Want to Vote 4% 6% 2% 1% 9% 2% Can't Vote/Not Registered 4% 4% 4% 4% 5% 3% Anti-Biden 3% 0% 0% 9% 2% 1% Worried About COVID 3% 3% 3% 3% 5% 2% Other 3% 4% 1% 1% 3% 8% Not interested in politics 2% 0% 0% 1% 8% 1% Pro-Biden 1% 1% 2% 0% 0% 2%