While viewing the ad, participants indicated their positive and negative levels by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants’ emotions were measured using the Ayer Emotion Battery. Participants were also asked pre- and post-viewing questions. 

When asked to select the one emotion they felt most strongly while viewing the ad from a list of emotions, Republicans reported that “hopeful”(37%), was the strongest emotion felt, compared to Democrats who indicated “skeptical” (37%) and independents who were split between “hopeful”(37%), and “skeptical” (37%) as the strongest emotion felt while viewing the ad.