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While the idea that emotional appeal is central to political persuasion may serve common intuition, the dynamics underscoring how and why this is so, remain underexplored. This primer collates insights from neuroscience and political psychology to show why emotions are essential to vote choice. It explores the effects of emotional appeals on voter perceptions using examples from campaign advertisements in US elections. The analysis finds that pol
Despite the recent allegations, India’s intelligence culture has been characterised by its conflict resolution strategies instead of resorting to ta
As Biden draws on the experience of the 2018 midterms to expand his appeal with women, Trump is prioritising mobilisation — and not persuasion, for
