Political Brain

In this book, Drew Westen argues that conventional political analyses often overlook the central role of emotion in voter decision-making.

He uses brain research and examples from significant political campaigns to demonstrate that voters make decisions based more on emotions than logical reasoning.

Westen suggests that Democratic candidates have historically failed to recognize this, leading to electoral losses.

He provides strategies for how candidates can effectively appeal to voters' emotions while maintaining ethical standards, emphasizing the importance of connecting with voters on an emotional level to win elections.