7 Weeks To Go: Loyalties Firming Up

Once again, our combined Fame-Feeling-Fluency star chart (above) shows the race a tie on these fundamentals. But both candidates surged in Feeling: as decision day approaches, partisan voters are feeling more certain, and certainty breeds happiness.

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Why is Feeling so important? We know from previous waves that Fame is at max for both candidates and Donald Trump has had a persistent advantage in Fluency. So the real battleground is Feeling, and Clinton needs to keep the gap as wide as she can.

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Participant comments divide along familiar lines – corruption vs experience for Clinton, personality flaws vs freshness for Trump… with a sprinkling of ad hominem jabs too!

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The rise in Feeling suggests this may be settling into a more ‘normal’ election, with an impact on Fluency. Our next update will include new Fluency figures to check if this is happening.

Fieldwork dates: 9th-11th September. Next update: Tuesday 20th September.

P.S.: Thanks for all the excitement around our System1 Politics launch! Here’s a great piece about what we’re doing.

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