Angry, Passionate, and Divided: Undecided Voters and the 2016 Presidential Election

During the primary and general election, researchers Schill and Kirk collected focus group insights on how undecided voters came to make choices in the 2016 election. As consultants for CNN’s election coverage, the team researched voters from across the nation—in the early primary states to the conventions and general election. After a review of factors that influence vote choice, this article focuses on the dominant expressions of attitude (pain, loss, joy, nostalgia, pleasure, belonging, and anger) during 2016 election period and explains how voter attitudes toward those themes affected voter choice. Not only were these themes manifested in (un)civil discourse, they were often fueled by the campaigns. Importantly, these assessments come from the voters themselves and provide insights as to how the campaigns unfolded and how campaign messages attempted to influence voters.