...advanced brain research isn't necessary. The same information can be obtained just by asking women why they vote the way they do--which is why women should never have been allowed to vote.
Voters make decisions more on emotion than reason, author finds
Honest pitch will persuade quicker than facts, figures, even among sophisticated
David Zussman, Freelance
Published: Tuesday, March 04
...A recently published book authored by Drew Westen, titled The Political Brain: The Role of Emotion in Deciding the Fate of the Nation, provides a new lens through which to analyze and speculate on voter behaviour...
In essence, Westen challenges the popular notion that voters are rational and cool headed in their assessment of political parties and individual candidates. Westen argues that when strategists "assume voters dispassionately make decisions based on the issues, they lose."
In other words, based on their MRI research, when voters are asked to choose between reason and emotion, they always choose the candidate or party that evokes the emotional response...
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