If you ask veterans of hard-fought political campaigns which matters most, what a person feels or what a person thinks about your candidate, without exception, they will tell you that heart overrules head in the voting booth. The same goes for the way we make purchasing decisions, the way people vote on juries, and whether we support charitable causes.
Several advertising studies show the same thing. As described in Brand Immortality: How Brands Can Live Long and Prosper by Hamish Pringle and ....
Nonprofit Communications
