Covid-19’s Impact on the U.S. Presidential Election: Emotions and Behavior of Voters
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According to study, conducted by NayaDaya, YouGov, and Statista, emotions toward the federal government’s Covid-19 response strongly correlate with the U.S. voters’ positive or negative engagement in Trump’s or Biden’s election.
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Covid-19’s Impact on the U.S. Presidential Election: Emotions and Behavior of Voters
- 1. Covid-19’s Impact on the U.S. Presiden:al Elec:on: Emo:ons and Behavior of Voters Study: How do U.S. ci/zens feel about the Federal Government’s Response to the Covid-19 pandemic? How do these emo/ons influence voter behavior and engagement in the context of the elec/on 2020? Free Study Report | October 2020 | Conducted by © 2020 NayaDaya Inc. Image: Corona Borealis Studio / Shu>erstock.com
- 2. Table of Contents © 2020 NayaDaya Inc. Key Findings Posi-ve and Nega-ve Emo-ons Posi-ve and Nega-ve Emo-ons by Region Top 3 Emo-ons Among All U.S. Voters Emo-on Profile and Meanings Emo-onal Value Index Behavior Matrix – Race Behavior Matrix – Social Media How Covid-19 Influences the Elec-on Facts About the Study Ques-ons to U.S. ci-zens Further Informa-on 3 4 5 6 7 8 9 10 11 13 14 15 Image: Shu>erstock.comImage: Halfpoint / Shu>erstock.com
- 3. • U.S. voter emo-ons about the federal government’s Covid-19 response are mostly nega-ve: The domina-ng emo-ons are disappointment, anger, and disgust • Among the voters with no party preference, 56 % have nega-ve feelings about the coronavirus ac-ons, 20 % posi-ve, and 24 % no emo-ons • Even among the Republican voters one out of three has a nega-ve emo-on about the Covid-19 response • The most posi-ve voters are in the South and Northeast (28%); the most nega-ves are in the West (68 %) • Females have more nega-ve feelings than males, and their Emo-onal Value Index (EVI) value that predicts posi-ve, engaged, and prosocial behavior, is very low (20/100) • The voter emo-ons are even more nega-ve for the Covid-19 response than for Trump’s re-elec-on • People who have posi-ve emo-ons (26 %) about the response to Covid-19 show also posi-ve and engaging emo-ons towards Trump’s re-elec-on • Vice versa, those who express nega-ve emo-ons (61 % i.e. much more) about the coronavirus response tend to show posi-ve and engaging emo-ons toward Biden’s elec-on • The greater the significance of the pandemic for the elec6on, the worse the situa6on is for Trump Key Findings Images: Alex Gakos / Shu>erstock.com © 2020 NayaDaya Inc.
- 4. Posi:ve and Nega:ve Emo:ons Toward U.S. federal government’s response to the Covid-19 pandemic © 2020 NayaDaya Inc. Posi-ve emo-ons Nega-ve emo-ons No emo-ons No party preference Republicans Democrats
- 5. Posi:ve and Nega:ve Emo:ons by Region Toward U.S. federal government’s response to the Covid-19 pandemic in West, Midwest, Northeast, and South © 2020 NayaDaya Inc. Pos 21 % Neg 68 % No 11 % Pos 27 % Neg 62 % No 11 % Pos 28 % Neg 59 % No 13 % Pos 28 % Neg 57 % No 16 %
- 6. Disappointment Anger Disgust Top 3 Emo:ons Among All U.S. Voters Toward U.S. federal government’s response to the Covid-19 pandemic © 2020 NayaDaya Inc. Failing promises and expecta:ons (19 %) Damaging circumstances (13 %) Immoral ac:ons (10 %)
- 7. Viola-ng one’s internal moral standards Causing uncontrollable threats, dangers, and worries Leading to undesirable condi-ons through one’s own ac-ons Causing unwanted and harmful circumstances directly Viola-ng one’s external standards or humilia-ng directly Causing a loss of a valuable thing or a person Conduc-ng socially or morally reprehensible ac-ons Producing unpleasant things or immoral ac-ons Arousing strong aversion and hos-lity or genera-ng daily troubles Failing hopes, promises, and expecta-ons Building close connec-on, interac-on, affec-on, and trust Genera-ng unexpected delight or strongly suppor-ng personal goals Accomplishing extraordinary quali-es and evoking apprecia-on Crea-ng well-being, sensual delight, and enjoyment Building success, self-esteem, and posi-ve social worth Fulfilling needs and goals sufficiently Being in a distress or revealing and relieving distress of others Being funny and entertaining or ridiculous (sarcasm) Resolving unpleasant or dangerous situa-ons or tackling problems Love Interest Joy Admira1on Pleasure Pride Contentment Compassion Amusement Relief Guilty Fear Regret Anger Shame Disappointment Sadness Contempt Disgust Hate Emo:onsMeanings Emo:on percentage Crea-ng aken-on, akrac-on, curiosity, and involvement Emo:ons and Meanings In the context of U.S. federal government’s response to Covid-19 Matrix Loyals PassivesLeavers Adversaries Being insignificant, evoking nothing No emo1on © 2020 NayaDaya Inc. Females Males
- 8. Emo:onal Value Index (EVI) In the context of the federal government’s response to the Covid-19 pandemic © 2020 NayaDaya Inc. The EVI value predicts posi-ve, engaged, and prosocial behavior on the scale of 0-100. 20.4/100 24.8/100 Females Males
- 9. Behavior Matrix – Race In the context of the federal government’s response to the Covid-19 pandemic Unresponsives No emo-onal behavior Loyals and Advocates 23 % Passives 6 % Disloyals 47 % Adversaries 15 % NEGATIVE ENGAGED POSITIVE DISENGAGED White © 2020 NayaDaya Inc. 10 % Loyals and Advocates 17 % Passives 3 % Disloyals 54 % Adversaries 11 % NEGATIVE ENGAGED POSITIVE DISENGAGED Black © 2020 NayaDaya Inc. 16 % Loyals and Advocates 19 % Passives 6 % Disloyals 40 % Adversaries 11 % NEGATIVE ENGAGED POSITIVE DISENGAGED Hispanic © 2020 NayaDaya Inc. 25 % Loyals and Advocates 16 % Passives 2 % Disloyals 50 % Adversaries 17 % NEGATIVE ENGAGED POSITIVE DISENGAGED Other © 2020 NayaDaya Inc. 16 % Posi:ve-engaged Interac-on, being involved, recep-ve, loyalty, trust, helping others, following role models, recommenda-ons Posi:ve-disengaged Acquiescence, agreement, relaxa-on, passive enjoyment, quiet support Nega:ve-disengaged Withdrawal, avoidance, stagna-ng, leaving, isola-ng oneself, distancing Nega:ve-engaged Accusa-on, aggression, hos-le ac-ons, akack
- 10. © 2020 NayaDaya Inc. Behavior Matrix for the Twi]er and Facebook Users In the context of the federal government’s response to the Covid-19 pandemic © 2020 NayaDaya Inc. Loyals and Advocates 17 % Passives 5 % Disloyals 52 % Adversaries 18 % NEGATIVE ENGAGED POSITIVE DISENGAGED Twi]er users © 2020 NayaDaya Inc. 8 % Loyals and Advocates 20 % Passives 5 % Disloyals 48 % Adversaries 14 % NEGATIVEENGAGED POSITIVEDISENGAGED Facebook users © 2020 NayaDaya Inc. 13 % Unresponsives’ percentage
- 11. Emo:ons and Behavior Toward Trump’s Re-elec:on How Covid-19 Influences the Presiden:al Elec:on? U.S. voters who feel posi6vely about the federal government’s response to the pandemic (26 %) Emo:ons and Behavior Toward Biden’s Elec:on NEGATIVE ENGAGED POSITIVE DISENGAGED NEGATIVE ENGAGED POSITIVE DISENGAGED © 2020 NayaDaya Inc.© 2020 NayaDaya Inc.
- 12. Emo:ons and Behavior Toward Trump’s Re-elec:on How Covid-19 Influences the Presiden:al Elec:on? U.S. voters who feel nega6vely about the federal government’s response to the pandemic (61 %) Emo:ons and Behavior Toward Biden’s Elec:on NEGATIVE ENGAGED POSITIVE DISENGAGED NEGATIVE ENGAGED POSITIVE DISENGAGED © 2020 NayaDaya Inc.© 2020 NayaDaya Inc.
- 13. • Data was collected as an online survey through the YouGov panel in the U.S. from October 16 to October 19, 2020 • The quota sampling was implemented on the basis of age, gender, and geographic loca-on to represent the overall U.S. adult popula-on • For the overall results (N=1259), the margin of error is plus or minus 2.5 percentage points • Variables: Gender, age, region, race, educa-on, income, marital status, parent or guardian of any children, social networks, and party preference • The data was analyzed with the NayaDaya® Emo-onal and Behavioral Intelligence algorithm, based on scien-fic theory and research • NayaDaya’s evidence-based approach and analy-cs makes it possible to understand emo-ons and predict behavior and engagement among U.S. ci-zens in the context of the 2020 presiden-al elec-on Facts About the Study © 2020 NayaDaya Inc.Image: Fgerder / Shu>erstock.com
- 14. • How do you feel about the federal government’s response to the coronavirus (Covid-19) pandemic? The model of emo-onal experiences with 20 emo-on choices and the predic-ve analy-cs are based on the scien-fic theory[1], research[2], and algorithm[3]. Ques:ons Presented to U.S. Ci:zens [1] Scherer, K.R., Fontaine, J.R.J, & Soriano, C. (2013). Components of Emo-onal Meaning. Oxford University Press. [2] Pre-exis-ng scien-fic research independently conducted and published by the Geneva Emo-on Research Group at the University of Geneva. [3] The Emo-onal Value Index (EVI) algorithm developed by NayaDaya Inc.© 2020 NayaDaya Inc.
- 15. Further Informa:on Timo Järvinen, CEO and Co-founder, NayaDaya Inc. -mo@nayadaya.com, tel. +358 40 505 7745 Timo Salomäki, Head of Global Growth, NayaDaya Inc. -mos@nayadaya.com, tel. +358 40 709 2399 © 2020 NayaDaya Inc. www.nayadaya.com In collabora:on with NayaDaya Inc. reveals the way emo@ons and behavior interact with phenomena and brands. Through data, insight, empathy, and impact we empower responsible organiza@ons, brands, and leaders to thrive and shape the world. © 2020 NayaDaya Inc.