Sentient uses behavioral science to examine the feelings of voters of the 2020 presidential election. Emotions are running high, so who are they favoring?
Author: Aaron Reid
We exposed a sample of over 1,200 US participants to 2 minutes of debate recap video from CNN and Fox News that were framing up the results for viewers/readers on Wednesday morning after the debate. In a simple pre/post scientific design, we measured attitudes toward each candidate before and after exposure.
The non-conscious measurement tools that were once deemed not appropriate for answering the most important questions, are now the only measurement tools that can give us the evidence we need: on whether exposure to marketing reinforces or reduces stereotypes.
Sentient Decision Science, Inc. to allow free access to Sentient Prime® for studying the emotional effects of COVID-19. Non-profit researchers can now access the most advanced implicit platform to understand the impact that coronavirus is having on our behaviors.
In order to remain relevant and rapidly advance human knowledge on the drivers of behavior, the industry must take a deeper look at the scientific literature on quantifying emotionally expressive behavior and think critically about its potential for providing answers to our business questions.