Activity One
Professor Brader's research and teaching interests include public opinion, media effects, political psychology, campaigns and elections, and political parties. Although most of his work is in American politics, his general concern with questions of political behavior invites research in comparative politics as well. Professor Brader is currently writing a book on the impact of emotion in campaign advertising: Based on neuropsychological theories of emotion and controlled field experiments, the research confirms, ironically, that "feel good" ads polarize the electorate by reinforcing prior beliefs and energizing involvement, while fear ads unsettle political habits to stimulate greater thinking, learning, and opinion change. He is also developing a new series of studies to explore more fully how citizens' emotional responses to political messages, persons, and events, motivate political action and facilitate persuasion.
Activity Two
Professor Brader's research and teaching interests include public opinion, media effects, political psychology, campaigns and elections, and political parties. Although most of his work is in American politics, his general concern with questions of political behavior invites research in comparative politics as well. Professor Brader is currently writing a book on the impact of emotion in campaign advertising: Based on neuropsychological theories of emotion and controlled field experiments, the research confirms, ironically, that "feel good" ads polarize the electorate by reinforcing prior beliefs and energizing involvement, while fear ads unsettle political habits to stimulate greater thinking, learning, and opinion change. He is also developing a new series of studies to explore more fully how citizens' emotional responses to political messages, persons, and events, motivate political action and facilitate persuasion.