“Written in an accessible and engaging style, Campaigning for Hearts and Minds exposes the gap between political practice, in which emotional appeals in advertising are commonplace, and political science, which, in its fascination with cognition, content, and strategic reasoning, has all but neglected them. This book tests, for the first time, basic propositions about how emotional appeals affect voters’ preferences and behavior. It reminds us of the practical significance of social science and of the theoretical significance of solid experimental results.”--Donald Green, coauthor of Partisan Hearts and Minds