Politicians are rarely elected solely for the soundness of their policies. As the armies of image consultants and pollsters will attest, people often vote with their hearts, and nothing matters more than following the pulse of that elusive prize: the voters' emotions.rnBut how do you find out what people are feeling? In a blaze of colour on the 11 November 'op-ed' (invited opinion) page of The New York Times, some scientists proclaimed that, based on analysis of brain-imaging data from just a handful of swing voters, they had divined what the rest of the undecided masses truly think about the upcoming US presidential elections. Apparently just asking them was simply not good enough.
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