Political Brand Loyalty

May 31, 2008
Posted by Jay Livingston

Show people a quotation and tell them it’s from Thomas Jefferson, most will agree. Tell them it’s from Lenin, more will disagree. It’s about the brand as much as the content of the quote.

Apparently, brand loyalty is just about the only thing the Republicans have going for them these days. That’s the conclusion of Republican pollster Glen Bolger. He gave people statements about Iraq, taxes, the economy, and trade. In the “Partisan” condition, people were told which position was Republican and which Democratic. In the “Nonpartisan” condition, people were read the statements without party attribution.
Iraq and trade both follow the exact same pattern. We’re getting smashed on both issues on the partisan test, but when you look at the nonpartisan test where our damaged image isn’t a factor, the numbers get even worse among Independents and Republicans.
On taxes, when Republicans are told whose message is whose, they go for the Republican view by 39%. But when they’re given the positions without attribution, even the Republicans go for the Democratic message by 14%. (Hiding the source makes only a slight difference among Independents and Democrats.)

(To see the chart in a visible size, click on it. For the full report, go here.)

Hat tip to Josh Kahn at the conservative
The Next Right.

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