Persuadable Voters

One in four registered voters may be persuadable in the 2012 presidential election – rich pickings if either Barack Obama or newly minted GOP nominee Mitt Romney can win their support. …

This evaluation uses a method of identifying persuadable voters based on a model of anxiety and information-gathering developed by George Marcus, a political science professor at Williams College, and his colleagues Michael MacKuen of the University of North Carolina and W. Russell Neuman of the University of Michigan. Their work indicates that voters who are anxious about the candidate they support, and who are seeking information about the candidates’ positions, are more open to changing their position – in a word, persuadable. [cont.]

Gary Langer, Langer Research Assoc.