The Political Brain
The Role of Emotion in Deciding the Fate of the Nation
Drew Westen
"Unlock the Secrets of Political Campaigns with The Political Brain - a groundbreaking investigation into the role of emotion in determining the political life of the nation. Explore the unique theory of the mind from a leading psychology professor, and discover why emotional resonance is the key to winning elections. With gripping examples from 50 years of American presidential campaigns, learn why logic is no match for moral sentiments, analogies, and moving oratory. Westen's discoveries could transform electoral arithmetic - find out how a different view of the mind and brain leads to a new way of talking to voters."
Publish Date
2007-06-25T00:00:00.000Z
2007-06-25T00:00:00.000Z
Goodreads Rating
4.05
ISBN
9781586484255
Recommendations
1
Recommendations
2019-12-30T14:39:16.000Z
@TimKalyegira @qataharraymond You’re spot on. Those who target the heart usually triumph over those who target the mind. Emotion is the jet fuel of logic. Read Westen’s book - the Political Brain. – source