We’re one month away from the presidential election. The campaigns are in high gear,  trying to get their messages out, and hoping that those messages will be enough to motivate voters to both go to the polls—and to vote in their favor. 

But just how solid are people’s political opinions at this point? Can anyone be swayed at this point by another debate, campaign ad, or stump speech talking point? And how do campaigns judge the mood of the electorate to better position their messages? 

Dr. Jon Krosnick, director of the Political Psychology Research Group at Stanford University, joins Ira Flatow to talk about political decision-making, the ways campaigns can influence voters, the effectiveness of polling, and what researchers know about how people make and hold opinions.

Transcripts for each segment will be available after the show airs on sciencefriday.com.

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