• by Philip Rosenstein , Staff Writer, October 13, 2016

There are no illusions about this election.

The two candidates vying for the highest office are deeply flawed and wildly disliked across the country. A majority of voters think of Hillary Clinton as dishonest, while Donald Trump champions the unfit-for-office trait.

Undecided voters, however, are more comfortable with the deceitful and calculating candidate as president than the volatility and bombast of Trump.

The most recent Gallup Poll had Clinton’s unfavorability at 55%, with Trump at 64%. These numbers coincide well with a study from the Center for Emotional Marketing, which analyzed voters’ subconscious approaches to the presidential election.

“Both Trump and Clinton have numerous negative associations in undecided voters’ minds, both candidates are remarkably flawed. These associates have the unfortunate result of pushing many voters viscerally away from either candidate,” Leslie Zane, founder and CEO of the Center for Emotional Marketing told Red, White & Blog.

“What we found, however, is that while these undecided voters were torn when asked which candidate was more undesirable, when we studied associations, their subconscious told a different story,” Zane added.

Zane noted the main issues voters had with Clinton was her “deceitfulness” and her being too “calculating.” For Trump, the top associated words were “volatile and bombastic.”

Bottom line: voters were more comfortable with the deceitful and calculating candidate in office than the volatility and bombast of Trump.

“The decision was mostly based off the trials of the job,” Zane continued. “Voters felt more comfortable, when it came to national security, with Clinton’s experience than with the uncertainty that a Trump presidency would bring.”

Trump’s central policy proposal, building a wall on our southern border, did not seem to have the desired effect with undecided voters. Instead of touting foreign policy or national security acumen, undecideds found it to be “divisive, childish and racist.”

Is there anything the candidates can do to change these perceptions?

Time is short, but according to Zane, each candidate has an approach that could help their standing with undecided voters. “Trump needs to appear more presidential, and avoid seeming volatile. His business and executive experience should be front and center.” After his antics earlier this week — attacking the GOP leadership head on — it doesn’t sound like he’s on the right track.

“Clinton is already on the right track after the first two presidential debates,” said Zane. “She needs to continue on the themes of community and moving forward in a bipartisan fashion.” Her “stronger together” slogan plays right into this.