You'll Read This Because I'm Being Negative...!!!

Why is McCain's negative campaign working? Simple, really, our brains like negativity. At least that's what Psychology Today said in an excellent article by Hara Marano. I quote:

Summary: How to understand the correct balance. Due to the brain's "negativity bias"; it is simply built with a greater sensitivity to unpleasant news. The bias is so automatic that it can be detected at the earliest stage of the brain's information processing.

Why do insults once hurled at us stick inside our skull, sometimes for decades? Why do some people have to work extra hard to ward off depression?

The answer is, for the same reason political smear campaigns outpull positive ones. Nastiness just makes a bigger impact on our brains.

And that is due to the brain's "negativity bias": Your brain is simply built with a greater sensitivity to unpleasant news. The bias is so automatic that it can be detected at the earliest stage of the brain's information processing.

Now, combine that with a McCain's simple messaging and you've got a formula that works. Recently, I listened to and read more into George Lakoff, a renowned author and UC Berkeley linguistics professor who has studied how the human brain absorbs and processes messages. In his book "The Political Mind: Why You Can't Understand 21st-Century American Politics with an 18th-Century Brain," Lakoff argues that Republicans /Conservatives have done a better job at framing the debate. I'd argue that framing is all about simplicity, but you can dive a little deeper into Lakoff by reading this recent Berkeley news report here.

In total, McCain has got a good formula, at least that's what the science says. However, after a dinner party last night with some good friends of mine (1-percenters in this country), they still are aligning with a message of hope and change:

"We need to Obama, because we need to fix things in this country like our roads, healthcare, environment and if that means I don't take as much home then fine. What's more, if we don't fix these things, then enjoying wealth won't be a possibility. McCain will end up costing us more in terms of doing everything later in favor of NOT investing in our country, but instead investing in perceived shorter term tax breaks for the wealthy."

Perhaps the difference is nuance. Obama is nuancing his positive messages with reality while McCain is short/sweet and negative. I guess if you want to win a political campaign, perhaps McCain is on the right track. However, if you listen and pay attention then a message of change might be better for you in the long run. Are we capable of listening or just accepting negativity?