While knowing the issues voters care about is important, understanding why they care helps a campaign use those issues to motivate and persuade. We identify these critical issue-value associations using our Values-Centered Issues Assessment. Survey data is coded and “mapped” to show the connection between rational issues and emotional values.

This shows the components and drivers of human decision-making.

This analysis is based on the fundamental behavioral psychology observation that we persuade using reason but motivate using emotion and values, tapping into the emotional component of personal values. The most effective campaign messaging will provide both the rational “reason why” but also appeal to underlying values, which are ultimately what motivate people

This analysis is based on the fundamental behavioral psychology observation that we persuade using reason but motivate using emotion and values, tapping into the emotional component of personal values.  The most effective campaign messaging will provide both the rational “reason why” but also appeal to underlying values, which are ultimately what motivate people.

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