Campaigns' Gut Feelings Beat Ambivalence in Shaping Voter Attitude and Boosting Turnout

Political science has long debated whether campaigns win by appealing to voters' emotions ('hearts') or their minds ('heads'). This article bridges this gap, demonstrating through original experiments and analyses of ANES data (1980–2004) that a positive gut feeling toward candidates moderates the negative impact of ambivalence on attitude formation. 🔍 The effect is strongest among lower-income voters, where turnout is typically lowest. 💡 By focusing on emotional connection with these crucial demographics, campaigns can overcome cognitive conflict and increase participation—a finding particularly relevant for those seeking to boost voter engagement in vulnerable populations.