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Voters Decide in 1/10th of a Second?


A Princeton study appearing in the October 24 edition of the Proceedings of the National Academy of Sciences found that students being shown the faces of actual candidates (who were unknown to the student) for only a fraction of a second collectively predicted the winner almost 3 out of 4 times. (This release on Science Daily gives a great synopsis)

The study creates far more questions than it resolves:

  • What does this say about the actual outcomes of modern electoral politics? Is the conventional wisdom that JFK beat Nixon in '60 because of the way he appeared on television more true than we ever could have known?
  • Does this theory of voter assumed competency explain why people like Ronald Reagan, Gov. Schwarzenegger and our current President win elections over far more qualified candidates?
  • Could this partly explain Chris Matthews man-crushes as well as many of the media's predicated narratives? (seriously!)
  • Does the "Wisdom of Groups" apply to elections, or are we truly creatures of impulse and conditioning at the ballot box?

  • For the sake of full disclosure, I should mention that I am a relative of Charles Ballew, the kid who designed and performed the research as his senior thesis (but doesn't get mentioned in any of the news articles. grrr....), but that has little to do with why I find the evidence presented so disturbing.

    At this very moment the ramifications of these observations are surely being contemplated by campaign operatives across America and the world.

    What do you think *they* are gleaning from it?


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    Greg Roach

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