The Neuroscience of Decision-Making in 2016

How many presidential candidates have you actually met in person? Not that many. A large majority of us — the electorate — meet our candidates through media. Whether it is watching a debate on television, scanning social media commentary from friends, or reading political analysis in a newspaper, nearly all of the evidence the presidential electorate utilizes in its voting decisions is delivered by media. If we are to have a chance at understanding how this evidence leads to a decision on Election Day then we must zoom in on the cycle of evidence and decision formation: did a campaign commercial or a debate appearance sway the voter’s choice? Did either compel the voter to donate to the candidate’s campaign or PAC? The neuroscience of decision-making during presidential elections is…


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