Customer Rating:
Summary: Psychologist and Democratic consultant advises politicians
Comment: The author is a clinical and neuropsychologist at Emory University who presents both research and savy political anecdotes in support of his view that Democratic candidates have failed to understand and use emotion in their campaigns for office. It is an account of relevant psychological and neuropsychological research and a history and analysis of failed Democratic campaigns (most notably Gore and Kerry) with recommendations future candidates.

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Customer Rating:
Summary: the best book ever
Comment: OK not ever, but definitely if you're interested in 1) politics, 2) political campaigns or/and.. more importantly- 3) how we think, feel and make decisions, you must read this book.

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Customer Rating:
Summary: Every Democratic candidate should read this book!
Comment: As a professional consultant on political communications, I have long believed in the power of emotional appeal as opposed to logical. Drew Westin must have read my mind. His theories, field tests and case histories not only confirmed my beliefs, but added significantly to them. I've been taking his words and repeating them to every Democratic operative and activist I know, and I am putting them to use in my own political advertising practice. Democrats should make "The Political Brain" required reading for all candidates and consultants. I've listened to the audio version of the book four times, and will undoubtedly listen again. "The Political Brain" is more than just a great book; it could change the course of American politics. Thank you, Dr. Westin!

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Customer Rating:
Summary: The Political Brain: The Role of Emotion in Deciding the Fate of the Nation
Comment: Are you tired of politicians promising us everything we want during elections but delivering nothing we want while they are in office? Do you want to understand more about subliminal suggestion and how we may be influenced into behavior without our conscious knowledge of what is happening to us? Drew Westin and George Lakoff provide answers that will free your mind and launch you into 21st century citizenship better prepared to participate in commanding our democracy and defending yourself against the slick tactics of our political speech writers and marketing experts. "The Political Brain: The Role of Emotion in Deciding the Fate of the Nation," by Drew Westin is a must read book for everyone
everywhere.

The Political Brain: The Role of Emotion in Deciding the Fate of the Nationand also read George Lakoff: The Political Mind: Why You Can't Understand 21st-Century American Politics with an 18th-Century Brain and Metaphors We Live By

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Customer Rating:
Summary: Want to Win? Read this Book!
Comment: Drew Westen's The Political Brain describes why Democrats routinely lose to Republicans despite being right on the issues. Democrats approach elections like job interviews, whereas Republicans see elections as dates. Specifically, Democrats foolishly believe that voters are "dispassionate" calculators of relative utility whereas Republicans understand that to win the mind you must first capture the heart.

Democrats will find the passages dealing with Bush/Gore and Bush/Kerry agonizing reading. Again and again, George Bush and his attack dogs mauled Al Gore without any response. Gore foolishly allowed Bush to go scot free on his drunken-cocaine-belly up business record.

Kerry stupidly allowed draft dodging war zero Bush to "swift boat" him into oblivion. Both Gore and Kerry thought they were taking the high ground by ignoring Bush's slimy attacks. Instead, they took the fast track to oblivion.

In both cases, Kerry and Gore chose not to rebut Bush's vicious attacks and by so doing, they appeared weak. Voters thought 'if you can't fight back against Bush, how will you fight back against America's enemies'?

Westen's most compelling passages are his proscriptions to Democrats. When Republicans demagogue on Flag Burning, Democrats should counter with "Flag Hiding" proposals that legally require all deceased service people to be brought home in flag draped coffins in public. That way, Republicans are forced to show the true cost of their wars and bloodlust.

The GOP "death tax" is countered by a Democratic charge of a Republican "birth tax", i.e., the monstrous Bush-Cheney deficits impose a gigantic tax burden on every baby born in every state in this nation.

Some of Westen's more detailed explanations of scientific procedure and methodology are turgid and difficult reading. But hopefully, he can release a new book in a role playing format.

Barack Obama receives high marks for his intuitive, charismatic style. But all Democrats can and should learn from this important book.

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