Campaigning for Hearts and Minds is an innovative book that is the first scientific study to examine the effects that these emotional appeals in political advertising have on voter decision-making.  At the heart of this book are ingenious experiments, conducted by Brader during an election, with results that challenge conventional wisdom.  Among the surprising findings are that politically informed citizens are more easily manipulated by emotional appeals than less-involved citizens and that positive "enthusiasm ads" are in fact more polarizing than negative "fear ads." 

Publisher: University of Chicago Press

Year of Publication: 2006