ABSTRACT
The specific data that go to the heart of the election contain information that aids in understanding the voter decision process. Traditional polling methods involve three factors: the sampling plan, the administration framework, and the types and wording of the questions asked. Formulating and executing political strategy follow a general strategy development paradigm. The cognitive process underlying decision-making that underlies the strategy development process outlined is based upon the first, valenced associative meaning for ToM associations for each candidate. A decision model that identifies the framing of voter preference and voting intent grounded in the concept of neural networks provides a system to develop strategic communication positioning options which can be extended directly to the polling process. The validation of the neural network approach underlying decision-making has recently been shown to be highly predictive with respect to the prediction of advertising creating purchase intent for a wide range of consumer products.
