How to Win Elections: Evidence-Based Principles of Effective Persuasion

I can read your mind. I see your worried spirit. I sense that, when assessing today’s U.S. political divide and voter sentiments, you feel astonished at what so many others believe and embrace. If only you, and your preferred candidate, could persuade well-meaning but misinformed people to embrace truth and value decency.

If you support an incumbent, you and your kindred souls will want voters to perceive the economy as thriving, crime rates as falling, and leadership as effective. If you support a challenger, you will want voters to see a darker present—a government plagued by corruption, an economy languishing, a society in decline—and to long for someone who can make things great again.

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