From the Inside Flap
The authors draw on research in neuroscience, physiology, and experimental psychology to conceptualize habit and reason as two mental states that interact in a delicate, highly functional balance controlled by emotion. Applying this approach to more than fifteen years of election results, they shed light on a wide range of political behavior, including party identification, symbolic politics, and negative campaigning.
About the Author
W. Russell Neuman is a professor of communication at the Annenberg School for Communication and director of the Information and Society Program, Annenberg Public Policy Center of the University of Pennsylvania.
Michael MacKuen is the Burton Craige professor of political science at the University of North Carolina, Chapel Hill.