When It’s Head Versus Heart, The Heart Wins

[DeeDeeNY]

(Interesting article, although they lose me when they quote Frank Luntz as an "expert")

When It’s Head Versus Heart, The Heart Wins

Science shows that when we are deciding which candidate to support, anxiety, enthusiasm and whom we identify with count more than reason or logic.

By Sharon Begley
NEWSWEEK
Updated: 1:06 PM ET Feb 2, 2008

It is a core tenet of political psychology that voters know nothing. Or next to nothing. Or next to nothing about what civics classes (forgive the anachronism) told us really matters. In 1992, the one fact that almost every voter knew about George H. W. Bush, besides that he was the incumbent president, was that he loathed broccoli. A close second was the name of the Bushes' springer spaniel, Millie, which 86 percent of likely voters said they knew. But when it came to the positions of Bush and his opponent, Bill Clinton, on important issues, voters were, shall we say, a tad underinformed. Just 15 percent, for instance, knew that both candidates supported the death penalty.

The fact that people have what is euphemistically called cognitive-processing limitations—most cannot or will not learn about and remember candidates' records or positions—means voters must substitute something else for that missing knowledge. What that something is has become a heated topic among scientists who study decision-making, and, of course, campaign strategists and pollsters.

....

http://www.newsweek.com/id/107601

[Elspeth]

1. This may explain anti-war Pugs supporting McCain

Even though he plans to extend the war indefinitely. It is his "maverick" status that is appealing.