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International Journal of Public Opinion Research Vol. 18 No. 2 © The Author . Published by Oxford University Press on behalf of The World Association for Public Opinion Research. All rights reserved. BOOK REVIEWS Ted Brader (2006 ). Campaigns for Hearts and Minds. How Emotional Appeals in Political Ads Work. Chicago, The University of Chicago Press, 280 pp., ISBN 0 –226 –06989 –3 . Here is a book that makes you want to shout, ‘Finally!’ For decades, political scientists and communication researchers have been focusing intensively on the question of how people make their final voting decision and how this decision is influenced by reporting in the mass media and campaign advertising. Nevertheless, even though there is enough literature on this subject to fill a library, only very few studies have dealt with the issue of emotional appeals in election coverage and campaign advertising—and voters’ emo- tional, possibly irrational reactions to these appeals. Although numerous findings in the fields of psychology, neuroscience, and behavioral research suggest that emotional appeals and reactions play an important role when it comes to all kinds of decisions— which, of course, also includes voting decisions—social researchers in the United States and elsewhere have, in
International Journal of Public Opinion Research – Oxford University Press
Published: Jan 1, 2006
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