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Undecided Voters Not So Undecided After All
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| Contributor | kal |
| Last Edited | kal Aug 22, 2008 05:39am |
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| Category | General |
| News Date | Friday, August 22, 2008 11:00:00 AM UTC0:0 |
| Description | The great swath of undecided voters who typically decide elections might not be so undecided after all.
A new study suggests that individuals have unconscious preferences that can more accurately predict the final vote than standard measures.
A test to measure unconscious associations may give pollsters a heads-up on election outcomes.
"Typically, it's the undecided voter that gives politicians a hard time. It's the undecided voters that you need to get," said senior study author Bertram Gawronski, Canada Research Chair on Social Psychology at the University of Western Ontario in London, Ontario. "This study shows that by using these measures, there is some potential for improving the prediction of election outcomes."
The paper was published in the Aug. 22 issue of Science.
Conventional wisdom dictates that people make choices based on conscious, informed thought and careful weighing of information.
Recent research suggests this might not be the case, and, in fact, there may be ways to measure these unconscious associations.
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