Why Trump and Clinton Voters Won’t Switch: It’s in Their Brains

To win the White House, candidates in the presidential race will need to change minds. Bernie Sanders may try converting Hillary Clinton’s superdelegates to gain the Democratic nomination while Ted Cruz and John Kasich plan to woo delegates during a contested Republican convention. If frontrunners Clinton and Donald Trump clinch their parties’ nominations, then in the general election they will need to win over reluctant voters who supported their competitors. And to change opinions, candidates will have to contend with neurobiology. Scientists say there’s a tension in the brain between responding to new information and resisting overwhelming amounts of conflicting data—and the latter can prevent opinion change. Altering opinion depends on using different psychological methods tailored to different types of belief, according to research. “There’s not much convincing people,” even…

Link to Full Article: Why Trump and Clinton Voters Won’t Switch: It’s in Their Brains

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