Neuroscience might help explain why Marco Rubio is surging in the GOP race

(REUTERS/Carlo Allegri) Marco Rubio Although Sen. Ted Cruz (R-Texas) came out with a win in the Iowa Republican caucuses last week, Sen. Marco Rubio (R-Florida) has emerged as a strong GOP contender. But the best way to measure a candidate’s effect on voters may be to measure what’s going on in voters’ brains. Last weekend, the author and communication coach Carmine Gallo wrote in Forbes how “neuroeconomics” professor Paul Zak of Claremont Graduate University is doing just that. The purpose of Zak’s studies is to identify what ideas or political messages trigger action — whether it’s charitable giving or votes. The winning formula Based on Zak’s research and his own experience, Gallo says he has identified what he calls the “winning formula” for action. It comes down to two things:…


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