From the Brain to the Ballot Box: The Psychology of Effective Messaging

From the Brain to the Ballot Box: The Psychology of Effective Messaging

Session Type(s): Training

Training Tag(s): Communications

This training, by the author of The Political Brain, focuses on three principles of effective messaging rooted in psychology, neuroscience, and message testing with 100,000 voters of the last 15 years: activate the right neural networks (e.g., talk about “people who’ve lost their jobs,” not “the unemployed,” which is abstract and dehumanizing); speak to voters’ values and emotions; and “move” voters by telling coherent, memorable narratives. Although these principles apply across issues, we’ll focus on healthcare and abortion as primary examples.

Trainer