More pseudo-psychology with the same old pseudo "findings"

Newsweek has just given a big plug to a book called "The Political Brain" (by Drew Westen of Emory University) that purports to tell Democrats how to win elections. The writer of the review does not know the difference between "discreet" and "discrete" so the intellectual level to be expected is not high -- and so it turns out. Note the paragraph below . It combines very old news with a bald-faced assertion:

"When voters are hooked up to brain-imaging devices while watching candidates, it is emotion circuits and not the rational frontal lobes that are most engaged. When voters assess who won a campaign debate, they almost always choose the candidate they liked better beforehand. The rationality circuit "isn't typically open for business when partisans are thinking about things that matter to them," Westen notes. Yet "this is the part of the brain to which Democrats typically target their appeals."

So emotions matter in politics! Give the writer a cookie! But what is the proof for the second assertion -- that Democrats target their appeals to rationality? As far as I can tell it is the opposite. For instance, "All men are equal" may be emotionally satisfying but it has no status as a fact.

Hot Air and Ace have some further comments.

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