tools
Target their motivations, not their beliefs.
Decades of controlled experiments have shown that if you want to change political attitudes and behaviors, you have to measure and target people’s motives. First Person Politics will equip you with cutting edge political psychology tools designed to do just that — tools you can easily integrate into nearly any survey. Try out a few of them for yourself to see what they say about your own political attitudes and behaviors.
big five personality inventory
The survey measures the five core domains of personality. These personality traits have been linked to political ideology as well as levels and styles of political participation.
dual-process model of ideology
This survey measures the two motivational dimensions that are the building blocks of all ideology. If you’re measuring ideology in a poll, this is the way you should be measuring it.
activism orientation scale
This survey measures how likely a person is to engage in activism of any kind. It will help you find the people most likely to get involved and determine how they are likely to participate.
social justice scale
This survey measures a person’s interest in social justice. Based on Ajzen’s powerful Theory of Planned Behavior, it will help you find and target people eager to build a better world.
“Your brain makes decisions for you that you are not consciously aware of.”
– George Lakoff