Recent research in political psychology tells us that conscious deliberation is only part of the story when it comes to the voter-decision process. Information about candidates is further gathered using no mental effort, through processes operating completely outside of our awareness. Visual cues, for example, such as physical appearance, are instrumental in shaping our impressions of political candidates.
The riddle of death
Martin Luther King Jr., the social activist who represents for many the ideal of a meaningful life, foreshadowed his own assassination when he said, "A man who won't die for something is not fit to live." These words may resonate with us, but Woody Allen spoke for many of us as well when he said, "I'm not afraid of dying - I just don't want to be there when it happens." The idea of death occupies a unique place in our minds: it is both the sum of all fears and a kind of golden standard by which we measure an individual's commitment to an ideal.