In collaboration with Fidelum Partners, an in-depth study was conducted to assess the warmth and competence perceptions of 18 well-known politicians and celebrities in the context of the 2024 Presidential election. Interviews were completed with a demographically and politically representative sample of 1,546 US adults from August 27 – September 4, 2024.

This study includes data on the familiarity, perceptions and likelihood to vote for the individuals below, as well as profiles of five distinctly different ideological types of voters based on their social and political attitudes. Changes in perceptions and attitudes since the 2020 Fidelum study are also reported.

  • Barack Obama
  • George W. Bush
  • Kelly Clarkson
  • Bernie Sanders
  • JD Vance
  • Lebron James
  • Beyonce Knowles
  • Jeff Bezos
  • Mark Zuckerberg


  • Bill Gates
  • Joe Biden
  • Taylor Swift
  • Donald Trump
  • Kamala Harris
  • Tim Walz
  • Elon Musk
  • Kanye West
  • Vladimir Putin


The Fulcrum will take a deep dive into the key findings of the study, offering our readers valuable insights in voting intentions, drivers of voting behavior, the role of celebrities in the political process and the overall role perceptions of warmth and competence will play in determining who voters will choose in November.

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