The reason emotion drives voting so frequently can be explained by neuroscience.
Knowing what goes through people's minds when they make decisions enables us to better understand why people find particular political messages appealing and why they might want to change parties.
In recent years, the electorate in Britain has never been more unstable. The largest number of voters to transfer parties in modern history occurred during the elections of 2015 and 2017. Furthermore, according to recent polling, more of the same is likely to occur.
We can better comprehend why particular political messages appeal to people and why they might decide to switch parties if we grasp what goes through people's minds when they make decisions.
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