Bradley effect

Aka Shy Tory Factor. A theory to explain the discrepancy sometimes noticed between pre-election polling and election results where the “socially acceptable” candidate or proposition did not win. It is alleged that some respondents, when speaking to pollsters, feel uncomfortable in not declaring their support for the so called “flavour or the month” or “political correct” candidate or position, and thus declare what they think is expected of them, even though in the privacy of the polling booth they will vote otherwise. Named after well-known African-American Tom Bradley, who attempted to be the first elected black governor in the US, but lost the 1982 Californian gubernatorial election despite previously being ahead in the polls.