Unfavorability

Unfavorability refers to the quality or state of being viewed unfavorably by others. It is the negative counterpart to favorability and can apply to individuals, policies, brands, arguments, or situations. The term is widely used in public opinion, marketing, and social science to describe negative attitudes or dispositions.

In politics and public affairs, unfavorability ratings measure the proportion of respondents who hold an unfavorable view of a person or issue. They are typically reported as percentages and are often presented alongside favorable ratings. A high unfavorability can signal vulnerability in elections or weak support for a policy. Pollsters may also report a net favorable score, calculated as favorable minus unfavorable, or simply track how unfavorability changes over time after events such as scandals or policy announcements.

Measurement relies on opinion surveys with randomized samples, careful question wording, and known margins of error. Unfavorability can be influenced by media coverage, contemporary events, and respondent recall. Results are subject to biases, such as social desirability or nonresponse, and may vary across demographic groups and regions.

Outside politics, unfavorability can describe consumer sentiment toward brands or products, risk conditions in finance, or general attitudes toward proposals. As a descriptor, it communicates negative perceived desirability rather than a moral judgment. In research and reporting, unfavorability is treated as a measurable attitude component, useful for interpreting public opinion dynamics and decision-making processes.