Validated psychological methods, implicit association tests and self assessment psychological response tests were implemented.
The implicit association test is a psychological measure designed to detect the strength of a person's automatic association between mental representations of objects and concepts. We used two adapted versions of IAT's for gender and racial bias.
The results of the study suggest:
- GENDER BIAS: Study participants did not exhibit notable gender stereotype associations, regardless of their chosen candidate (Clinton, Trump, or third-party candidate).
- RACIAL BIAS: All tested voters exhibited some form of negative bias (moderate) towards African Americans; however, those planning on voting for Trump displayed a significantly higher bias compared to those voting for Clinton or a third-party candidate. It is important to note here that there were significantly more African American voters planning to vote for Clinton. However, even if these voters were removed from the sample, Trump supporters were still significantly more biased against African Americans.
Glenn Kessler, President of HCD Research, stated, "Use of neuroscience and psychological testing is growing in significance in the world of consumer research. Applications to politics can provide insight into the subconscious feeling experienced by voters, which are difficult for them to articulate and we expect more use of these methods in future campaign cycles."
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SOURCE HCD Research, Inc.