Great Newsweek Article on why Fear Works in Political Ads

Newsweek has an interesting article in this week's edition, which deals with why appeals to fear and anger work better in political ads than appeals to reason. This is a quote from the article:

Fear makes people more likely to go to the polls and vote, which reflects the power of negative emotions in general. "Negative emotions such as fear, hatred and disgust tend to provoke behavior more than positive emotions such as hope and happiness do," says Harvard Universitypsychology researcher Daniel Gilbert. Perhaps paradoxically, the power of fear to move voters can be most easily understood when it fails to—that is, when an issue lacks the ability to strike terror in citizens' hearts. Global warming is such an issue. Yes, Hurricane Katrina was a terrifying example of what a greenhouse world would be like, and Al Gore's "An Inconvenient Truth" scared some people into changing their light bulbs to energy-miserly models. But barely 5 percent of voters rank global warming as the issue that most concerns them. There is little public clamor to spend the kind of money that would be needed to change our energy mix to one with a smaller carbon footprint, or to make any real personal sacrifices.

If you are interested in the interaction between politics and the biology of the brain, check out this article.