This Is Your Brain On Politics

How Your Brain Makes Political Decisions

Ever wonder why fear-mongering seems to work so well at the polls—while appeals to reason often leave the electorate cold? A new book applies neuroscience to politics to figure out why the Democrats struggle to push the buttons in voters’ brains.

WEB-EXCLUSIVE COMMENTARY

By Sharon Begley

Newsweek

Updated: 12:47 p.m. ET June 27, 2007

June 27, 2007 - Do you remember when candidate George W. Bush berated Al Gore during the 2000 presidential debates for alleged funny business in his fund-raising? Bush said, “You know, going to a Buddhist temple and then claiming it wasn’t a fund-raiser isn’t my view of responsibility.” It was a direct attack on the honor of a fellow Southerner, and Gore wasn’t taking it. “You have attacked my honor and integrity,” the vice president shot back. “I think it’s time to teach you a few old-fashioned lessons about character. When I enlisted to fight in the Vietnam War, you were talkin’ real tough about Vietnam. But when you got the call, you called your daddy and begged him to pull some strings so you wouldn’t have to go to war. So instead of defending your country with honor, you put some poor Texas millworker’s kid on the front line in your place to get shot at. Where I come from, we call that a coward.

“When I was working hard, raising my family, you were busy drinking yourself and your family into the ground. Why don’t you tell us how many times you got behind the wheel of a car with a few drinks under your belt? Where I come from, we call that a drunk.