Political Sentiment Poll 2020 Presidential Election Candidates Edition February 19, 2020 Introduction This poll of voter responses uniquely measures the Emotional Response reactions to presidential candidates. Subsequent polls will also measure responses to key issues in the presidential race. The poll has been created, administrated and distributed by Dr. Jon Morris, Advertising professor at the University of Florida College of Journalism and Communications, with the aid of student assistants. The emotional response report, called The Political Sentiment Poll, uses a tool called AdSAM®, a non-verbal, visual measure of emotion that is based on the Dimensional Theory of Emotion. Every emotion is a combination of three dimensions: Appeal, Engagement, and Empowerment. This technique uses proprietary graphic characters called the Attitude Self-Assessment Manikin to depict the dimensions and measure human emotional response. In Part One of the Political Sentiment Poll, conducted on Jan. 26, 2020, we assessed voters’ emotional responses toward the presidential candidates. The poll measured the emotional response of two-hundred voters. The responses were organized into Perceptual Maps©, and Emotional Temperatures™. The Temperature uses a thermometer to depict the results of the poll visually as an index. This tool has been used to capture the emotional response of voters since September 2007. The purpose of the poll is to take into account the actual feelings that lead to changes of heart among voters. The results of past voters predicted many events of previous presidential primaries and elections. Emotional Temperature™ General Temperature Democratic Temperature The Emotional Temperature™ is an index with an 212 - Ideally Feel 200 - Ideally Feel average score of 100. The following slides show 176 - Bernie Sanders 172 - Elizabeth Warren General Temperature which measures all respondents -- Democrats, Republican and Independents combined. Then thermometers are 142 - Bernie Sanders shown separately for each group of voters. The candidates are compared to “Ideally Feel” which is 120 - Elizabeth Warren 118 - Pete Buttigieg an indication of how respondents would, ideally, 114 - Amy Klobuchar 113 - Joe Biden like to feel about a presidential candidate. The 95 - Amy Klobuchar results of both indices show the sentiment for both 91 - Pete Buttigieg 88 - Joe Biden 77 - Tom Steyer Sens. Bernie Sanders and Elizabeth Warren is much 83 - Tulsi Gabbard 75 - John Delaney 82 - Mike Pence 75 - Michael Bloomberg 80 - Donald Trump 74 - Bill Weld higher than the expected average in general and 78 - Tom Steyer 77 - Bill Weld 76 - John Delaney for Democrats. One important note is that all 55 - Tulsi Gabbard candidates poll well below the “Ideally Feel” 76 - Michael Bloomberg temperature. Among Democrats, Sanders and Warren are closer to the “Ideal Candidate.” 31 - Mike Pence Buttigieg, Klobuchar and Biden are all above 18 - Donald Trump average but poll lower than the front running Democratic nominees. Emotional Temperature is based on the AdSAM® Emotional Strength Index©. Emotional Temperature™ Republican Temperature Independent Temperature What is most notable in the Republican Emotional 231 - Ideally Feel 219 - Ideally Feel Temperature is that, unlike the Democratic 222 - Donald Trump candidates, the sentiment for President Trump is 182 - Mike Pence almost at the “ideal candidate” level. 139 - Bernie Sanders What is most notable is the fact that since this emotional response polling started in 2007, this is 120 - Tulsi Gabbard the closest that a candidate has been to the “ideal 99 - Mike Pence 93 - Michael Bloomberg candidate” level. 91 - Elizabeth Warren 88 - Donald Trump 95 - Tulsi Gabbard 85 - Tom Steyer 83 - Amy Klobuchar 83 - Bill Weld For Independents, most candidates fall under the 83 - Bill Weld 77 - Joe Biden 77 - John Delaney 75 - John Delaney average temperature. Amy Klobuchar is the 68 - Tom Steyer 67 - Pete Buttigieg 68 - Bernie Sanders 64 - Amy Klobuchar farthest below average. Also worth noting is that 62 - Pete Buttigieg 59 - Michael Bloomberg among Independents, Sanders, and Gabbard are the only two candidates above average. 43 - Joe Biden 28 - Elizabeth Warren Emotional Temperature is based on the AdSAM® Emotional Strength Index©. Emotional Temperature™ Side by Side Comparison General Temperature Democratic Temperature Republican Temperature Independent Temperature 212 - Ideally Feel 200 - Ideally Feel 231 - Ideally Feel 219 - Ideally Feel 176 - Bernie Sanders 222 - Donald Trump 172 - Elizabeth Warren 182 - Mike Pence 142 - Bernie Sanders 139 - Bernie Sanders 120 - Elizabeth Warren 118 - Pete Buttigieg 120 - Tulsi Gabbard 114 - Amy Klobuchar 113 - Joe Biden 99 - Mike Pence 93 - Michael Bloomberg 95 - Amy Klobuchar 91 - Elizabeth Warren 91 - Pete Buttigieg 95 - Tulsi Gabbard 88 - Donald Trump 88 - Joe Biden 77 - Tom Steyer 85 - Tom Steyer 83 - Tulsi Gabbard 83 - Amy Klobuchar 83 - Bill Weld 82 - Mike Pence 75 - John Delaney 83 - Bill Weld 80 - Donald Trump 75 - Michael Bloomberg 77 - John Delaney 77 - Joe Biden 78 - Tom Steyer 74 - Bill Weld 68 - Tom Steyer 75 - John Delaney 77 - Bill Weld 68 - Bernie Sanders 67 - Pete Buttigieg 76 - John Delaney 62 - Pete Buttigieg 64 - Amy Klobuchar 76 - Michael Bloomberg 55 - Tulsi Gabbard 59 - Michael Bloomberg 43 - Joe Biden 31 - Mike Pence 28 - Elizabeth Warren 18 - Donald Trump Perceptual Map | All Voters This Perceptual Map plots the average Total Sample – How do you feel about <candidate>? responses of the dimensions of Appeal, victorious Engagement, and Empowerment for each happy cheerful TM candidate among all respondents measured. kind thankful warm The vertical axis shows how Appealing or polite stimulated relaxed IF bold Unappealing the candidate is while the mature horizontal axis shows how Engaging they are. childlike provocative serene wholesome Empowerment is indicated by the size of the modest IF Ideally Feel tempted Donald Trump dot. This measure indicates how in control the aggressive DT nonchalant BS voters feel in response to the candidate. The MP Mike Pence aloof anxious EW quietlyAK indignant JB Joe Biden emotion descriptors on the map are in a JD JB TSBWPB TG measured database. These respondents did not unemotional BL cynical startled BL Michael Bloomberg skepticalMP DT bored suspicious PB Pete Buttigieg see these words. blasé disbelieving irritated JD John Delaney displeased fearful weary Tulsi Gabbard disgusted angry TG disappointed gloomy troubled BW Bill Weld insecure terrified BS Bernie Sanders sad deceived rejected crushed EW Elizabeth Warren ADSAM® Perceptual Maps© Copyright© 1996 ADSAM Marketing, LLC. All rights reserved. TS Tom Steyer AK Amy Klobuchar Perceptual Map | Democrat Map IF Ideally Feel DT Donald Trump victorious MP Mike Pence happy cheerful TM kind JB Joe Biden thankful warm polite stimulated BL Michael Bloomberg IF relaxed bold mature PB Pete Buttigieg childlike EW BS JD John Delaney provocative serene wholesome TG Tulsi Gabbard modest BW Bill Weld JB tempted PB aggressive nonchalant AK BS Bernie Sanders TS aloofJD anxious EW Elizabeth Warren BW Appeal quietly indignant BL TS Tom Steyer unemotional cynical startled skepticalTG AK Amy Klobuchar bored suspicious blasé disbelieving irritated displeased weary fearful As previously mentioned, subsequent polls will disgusted angry disappointedMP gloomy troubled insecure DT terrified report the sentiment regarding key issues in the sad deceived rejected crushed ADSAM® Perceptual Maps© Copyright© 1996 presidential race as well as the candidates. ADSAM Marketing, LLC. All rights reserved. Political Sentiment Poll 2020 Presidential Election Candidates Edition February 19, 2020.