This is how politicians can convince you to vote for them

Have you decided yet?

It’s a huge year for elections, with more than 60 national votes set to take place. The UK is going to the polls in days, while the US is gearing up for November’s presidential vote.

Perhaps you’re feeling overwhelmed at the amount of information out there, or worried you’ll make the wrong decision and come to regret it.

Well, when it comes to voting, feelings actually have a big part to play – and politicians know it.

That means that while you shouldn’t be afraid to let emotions help decide who gets your support, it’s worth being aware of how they may affect your choice.

Psychologist Dr Smadar Cohen-Chen says: ‘One of the things I often hear as an emotions researcher is that emotions should not “cloud” people’s decisions, that they get in the way, or that they are irrational.

‘But emotions are a critical part of the human experience, and indeed in making decisions. They help people to process information, form goals and guide behaviour.’

When it comes to elections, Dr Cohen-Chen says there are three key emotions involved – fear, anxiety and hope.

‘What these emotions have in common is a sense of low control over outcomes,’ says the University of Sussex lecturer, writing for The Conversation.

‘Fear and anxiety increase people’s sensitivity to threat. Research shows that fear and anxiety trigger increased attention and information processing, but that this cognitive processing is often biased in political situations, reducing openness to opportunities for change.

‘In extreme cases, fear can even increase people’s support for aggressive policies towards people seen as a “danger”. Narratives invoking fear will warn and caution, promising stability and security.’

It certainly isn’t hard to find examples of this from the current crop of politicians, whether in the UK, Europe, US or elsewhere, stoking fear in a bid to win votes. Immigration, gender identity, the economy, taxes – all used in negative contexts to persuade people not to vote for the party’s rivals.

However, while it may not be popular these days, instilling hope in voters has also been shown to be successful.

For example, a US study revealed that the more hopeful Barack Obama made people feel, the more likely they were to vote for him.

‘Like fear, hope also involves a sense of uncertainty,’ says Dr Cohen-Chen. ‘But hope comes with a feeling of opportunity. A 2015 study found belief in a changing world increased participants’ support for concessions in the Israel-Palestine conflict. Hope can increase openness to different perspectives and open mindedness in decision making. 

‘Research has also shown hope can encourage cooperative negotiation and collective action, which are critical in creating change. Narratives using hope will paint ideal pictures of the future, making promises and enumerating countless possibilities.’

However, just as negative stories can be amplified to stoke fears, politicians can also paint a picture of a picture perfect ideal that simply isn’t achievable.

So how can you avoid being sucked into either one?

By going all Brexit.

‘When you are trying to decide who to vote for, my advice is to take back control of your emotions,’ says Dr Cohen-Chen. ‘Think about what you fear and what things in the future make you worry about yourself, your family, your community or your country. Next, ask yourself what you hope for in your personal life and for your city or region.

‘Take note of what things feel important to you when you’re trying to imagine a better future.

‘Only then should you seek information about politicians and the parties they belong to, keeping in mind your emotions and the priorities and values they inform you of.’

When considering who to support, Dr Cohen-Chen says to notice how different statements, parties and candidates make you feel – and why. Are they deliberately trying to make you fearful, or being overly optimistic in the hope you won’t notice the idyllic future they present isn’t realistic?

‘This approach can help you to uncover your own goals and intentions, as well as to differentiate information from exaggerated wording,’ she says. 

This is known as emotional regulation, a growing area of interest in psychology – and, no doubt, politics.

Of course, you don’t need to be a psychologist to decide who to vote for, but if you’re still figuring out who gets your vote, it’s useful to understand how candidates might try to win you over – and whether they really fit with your own personal feelings.