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Media research and analysis firm Media Psychology Affiliates has staked the accuracy of its new forecasting tool by predicting - two years in advance of the US presidential elections - that former vice president Al Gore will win by a landslide.
Media psychologist Dr. James N. Herndon, who led the study using the new behaviour prediction tool Affective Encryption Analysis, said: "Our results showed that Al Gore would easily defeat any Republican challenger in 2008."
However, the company said that should Hillary Clinton gain the Democratic nomination, she would suffer "a disastrous defeat".
Dr. Herndon said the tool analyses how feelings and emotions influence long-term actions.
"Traditional survey techniques are not very good at predicting trends," he said. "Affective Encryption Analysis was developed to dig deeper into the emotional factors that control our future behaviours."
Published on the 30th May 2006