ENTERPRISERS

10% of adult population 16% of likely electorate Who they are: 60% male, white, affluent, educated, married, probusiness and antigovernment. Solid Republican. '86 congressional vote: 89% Republican '84 presidential vote: 96% Reagan Heroes: Ronald Reagan, Lee Iacocca Key events: Vietnam, Reagan presidency Top concerns: Budget deficit; disapprove of tax increases. Key attitudes: Oppose increased spending for health care, homeless and the elderly. Oppose more restrictions on abortion. Support "Star Wars" and aid to the contras. Voting likelihood: High

MORALISTS

11% of adult population 14% of likely electorate Who they are: Middle-aged, white, middle income. Large number of "born-again" Christians. Heavy concentration of southerners. Solid Republican. '86 congressional vote: 95% Republican '84 presidential vote: 97% Reagan Heroes: Ronald Reagan, Billy Graham Key events: Vietnam, Reagan presidency Top concerns: Budget deficit, unemployment Key attitudes: Strongly antiabortion and anticommunist, pro-school prayer and defense. Favor death penalty, social spending except when targeted to minorities, and quarantine on AIDS patients. Voting likelihood: High

UPBEATS

9% of adult population 9% of likely electorate Who they are: Under 40, white, middle income, little or no college. Optimistic and strong believers in America. Lean Republican. '86 congressional vote: 64% Republican '84 presidential vote: 86% Reagan Heroes: Ronald Reagan, Lee Iacocca, John F. Kennedy Key events: Vietnam, Reagan presidency Top concerns: Budget deficit, economic issues Key attitudes: Moderate support for "Star Wars," but oppose contra aid and fear it will lead to military involvement. Voting likelihood: Average

DISAFFECTEDS

9% of adult population 7% of likely electorate Who they are: Slightly more men than women, middle-aged, middle income but feel significant personal financial pressure. Live in higher numbers in the Midwest. Alienated and pessimistic. Lean Republican. '86 congressional vote: 57% Republican '84 presidential vote: 81% Reagan Heroes: None Key events: Vietnam, Watergate Top concerns: Unemployment, budget deficit Key attitudes: Strongly antigovernment and antibusiness, promilitary. Support capital punishment and oppose gun control. Divided on abortion. Support social spending unless specifically targeted to minorities. Voting likelihood: Slightly below average

BYSTANDERS

11% of adult population 0% of likely electorate Who they are: Under 30, 82% white, poorly educated, mostly single, not interested in current affairs. No past voting record Hero: John F. Kennedy Key events: Vietnam, Reagan presidency Top concerns: Unemployment, poverty and the threat of nuclear war Key attitudes: 57% say they do not care who is elected president in 1988. If they have opinions on the issues, they tend to be fairly conventional. Voting likelihood: Close to zero

FOLLOWERS

7% of adult population 4% of likely electorate Who they are: Young, 25% black, 18% Hispanic, blue collar, poorly educated, eastern and southern, little religious commitment, limited interest in politics, very persuadable and unpredictable. Lean Democratic '86 congressional vote: 65% Democratic '84 presidential vote: 54% Reagan Hero: John F. Kennedy Key event: Vietnam Key attitudes: Oppose "Star Wars" and favor increased spending to reduce unemployment. At the midpoint on most other issues. Voting likelihood: Low

SECULARS

8% of adult population 9% of total electorate Who they are: Middle-aged, white, professional, well-educated, heavily concentrated on the East and West coasts, 11% Jewish, profess no religious belief. Minority consider themselves Democrats. Political participation does not match their high level of knowledge and sophistication. '86 congressional vote: 72% Democratic '84 presidential vote: 34% Reagan Heroes: the Rev. Martin Luther King Jr., John F. Kennedy, Franklin D. Roosevelt Key events: Vietnam, Watergate Top concern: Budget deficit Key attitudes: Favor cuts in military spending, oppose "Star Wars," school prayer, antiabortion legislation, relaxing environmental controls. Oppose increased aid for minorities and farmers. Voting likelihood: Slightly above average

'60s DEMOCRATS

8% of adult population 11% of total electorate Who they are: Majority are married women with children, 16% black, well-educated, upper-middle class. Strong commitment to social justice but low militancy level. Support Democratic agenda but have doubts about some of the candidates. '86 congressional vote: 85% Democratic '84 presidential vote: 25% Reagan Heroes: the Rev. Martin Luther King Jr., John F. Kennedy Key events: Vietnam, civil rights movement, '60s assassinations Key attitudes: Favor increased spending on programs for minorities and most other forms of social spending. Strong opposition to "Star Wars." Feel United States is too suspicious of the Soviet Union. Voting likelihood: High

NEW DEAL DEMOCRATS

11% of adult population 15% of total electorate Who they are: Older (66% over 50), blue collar, moderate income with little financial pressure, union members, Catholic, less likely to live in the West, religious. The largest group of Democrats. '86 congressional vote: 92% Democratic '84 presidential vote: 30% Reagan Heroes: Franklin D. Roosevelt, John F. Kennedy Key events: The Depression, the New Deal Key attitudes: Favor social spending except when targeted to minorities. Favor more restrictions on abortion, school prayer, protectionism and "Star Wars." Less concerned about the environment. Voting likelihood: High

PASSIVE POOR

7% of adult population 6% of total electorate Who they are: Older, 31% black, less well-educated, southern, poor but feel only moderate financial pressure, moderately anticommunist. Solidly Democratic group, uncritical of America, its institutions and leadership. '86 congressional vote: 83% Democratic '84 presidential vote: 31% Reagan Heroes: John F. Kennedy, Franklin D. Roosevelt, the Rev. Martin Luther King Jr., Sen. Edward M. Kennedy Key events: Vietnam, '60s assassinations, the Depression Key attitudes: Favor all forms of increased social spending, more supportive of tax increases than any other group. Favor "Star Wars" and oppose cuts in defense spending. Moderately antiabortion. Favor relaxing environmental standards for economic growth. Voting likelihood: Below average

PARTISAN POOR

9% of adult population 9% of likely electorate Who they are: 37% black, low income and feel high financial pressure, poorly educated, urban, southern. Strong faith that the Democratic Party can achieve the social changes they want to see. '86 congressional vote: 95% Democratic '84 presidential vote: 19% Reagan Heroes: John F. Kennedy, the Rev. Martin Luther King Jr., Franklin D. Roosevelt, Sen. Edward M. Kennedy Key events: JFK presidency, '60s assassinations, civil rights movement Top concern: Unemployment Key attitudes: Strong advocates of all social spending, but oppose tax increases. Favor death penalty, school prayer amendment, but divided on abortion. Unemployment top issue. Little concern for budget deficit, but favor cutting defense spending. Voting likelihood: Slightly above average