Recently many Pacifica residents were contacted by phone to complete a survey of our opinions regarding the upcoming election and Measure L. As a working mother of two young children, I rarely have time to answer the phone much less participate in polls. However, as a research psychologist, and one who relies heavily on surveys, I agreed to participate.

The questions quickly revealed that this poll was not simply an objective look at voters' opinions. Instead, the caller was using techniques known in social psychology as "Influence" strategies. Advertisers and salespeople regularly utilize these strategies to sell merchandise (e.g., car salespeople offering you a deal on a vehicle that will expire if you walk off the lot). These techniques are particularly effective at influencing behavior because participants are unaware that their opinions are being manipulated.

Five minutes into the conversation, I realized that there was a clear agenda behind this poll, which was to turn my opinion against the current city council members running for re-election and, simultaneously, to convince me to support Measure L. This type of polling is apparently called push-polling and is defined as "a political campaign technique in which an individual or organization attempts to influence or alter the view of respondents under the guise of conducting a poll." Call it what you like, social influence tactics or a push poll, I felt that it was a waste of my time to be subjected to The Peebles Corporation's veiled political agenda during our dinner hour.

Contrary to its intent, this unprincipled polling strategy pushed someone who was previously on the fence about Measure L firmly into a "no" vote.

Julianna Deardorff, Ph.D.
Assistant Professor
UC- San Francisco
Vallemar Resident

The above was printed as a Letter to the Editor in the October 25th, 2006 Pacifica Tribune, and is republished here with the author's permission.