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The Affect EffectDynamics of Emotion in Political Thinking and Behavior$
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George E. Marcus, W. Russell Neuman, and Michael MacKuen

Print publication date: 2007

Print ISBN-13: 9780226574417

Published to Chicago Scholarship Online: March 2013

DOI: 10.7208/chicago/9780226574431.001.0001

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The Third Way: The Theory of Affective Intelligence and American Democracy

The Third Way: The Theory of Affective Intelligence and American Democracy

(p.124) Chapter Six The Third Way: The Theory of Affective Intelligence and American Democracy
The Affect Effect

Michael Mackuen

George E. Marcus

W. Russell Neuman

Luke Keele

University of Chicago Press

This chapter provides the most recent stage of evolution of one of the earliest theories in political science—the theory of affective intelligence—and introduces a restatement of the theory, contrasting its claims to those of the principal competitors in political science and an array of empirical findings. The theory of affective intelligence holds that people have two basic decision strategies available, and that they easily move from one to the other and back again. It argues that voter competence is dynamically responsive to the strategic character of the political geography. Effective political campaigns often turn on their ability to recruit support from the hostile opposition. The theory of affective intelligence substantially revises the conventional wisdom about the periodicity of elections, and also provides a micro-account of a political psychology that sustains a normative portrait of democracy which is more encouraging than has previously been thought plausible.

Keywords:   affective intelligence, political science, voter competence, political geography, political campaigns, elections, political psychology

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