"Far too many American voters are unwilling or unable to make intelligent, thoughtful, rational decisions in the voting booth."
This is the premise of Drew Westen's "The Political Brain", explaining why the emotional appeal of the right causes people to vote against their own interests, and how the Democrats have been loath to use emotion in their campaigns, turning wins into losses.
Great read, I recommend it highly. I'm about half way through. When I finish I'll post again on it.