The Political Brain is a groundbreaking scientific investigation into how the mind and brain really work and how it affects the way candidates win and lose elections. In politics, when reason and emotions collide, emotion invariably wins. In this landmark book, scientist and psychologist Drew Westen shows how electorates vote not with their heads but with their hearts, and how the marketplace that matters most is the marketplace of emotion - filled with values, images, analogies, moral sentiments, and moving oratory.
The first serious investigation into how emotions affect voter behavior, The Political Brain reveals how the political landscape would change if candidates began with a 21st-century understanding of how the mind and brain really work.
"Drew Westen is a must read....we will win the Presidency if our candidate reads and acts on this book." (Howard Dean)
"This is the most interesting, informative book on politics I've read in many years...whether you're an interested voter or a candidate for public office, you have to read this book." (Bill Clinton)
"In the last several months, [Westen] has gone from a politically inclined nobody to a hot ticket." (Los Angeles Times)
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Good information, if a little too much of it
- Me & My Girls
It is a very good insight to how politicians think
- David S.