Prop 37 Appears to Be Losing Support

A new poll reported in the LA Times suggests support for Prop 37 has fallen substantially since the poll we conducted about a month ago.  Our study showed weakness in support - with people reacting much more to negative than positive ads, but I am surprised support has fallen this far.  We also found acceptance was sensitive to the anticipated costs of the mandatory label.  

Here is the summary from the LA Times:

After a barrage of negative television advertisements financed by a $41-million opposition war chest, a USC Dornsife / Los Angeles Times poll released Thursday showed 44% of surveyed voters backing the initiative and 42% opposing it. A substantial slice of the electorate, 14%, remains undecided or unwilling to take a position.

The critical drumbeat of television advertising is having a big effect, voters said. The anti-Proposition 37 spots "made me start looking more into" the issue of genetically engineered plants, said Josie Prendez, 63, a retired school employee in Fresno. She said she concluded that farmers should not be hit with more regulations.


The opposition advertising is paying off, said Dan Schnur, director of the Jesse M. Unruh Institute of Politics at USC and former Republican political strategist. "The challenge for the opposition is to convince voters there are economic consequences involved here. It appears they are in the process of doing that."