Attempts to purge the excitement of public life not only are destined for failure, they are responsible for avoiding the revitalization and the change of the political system. Advances that reveal the neuroscience investigations rapidly demonstrate how emotion in general and their specific functions play a fundamental role in politics.In contrast to the traditional view of emotion as a form of agitation associated with beliefs, the Neurosciences are certifying that political ideas are generated by brain systems that operate largely outside awareness. Two of these systems, disposal and monitoring, are particularly important to allow emotions to produce habits directly related to attention in policy and contagion and motivation in the stages of the election campaign. In turn, anxiety, is also an emotion crucial to the policy since it can inhibit or disable the habits and, therefore, a space clear for the conscious use of reason and deliberation. The acceleration of these recent years in research on emotion in politics cause vertigo.

Started by Cacioppo and social neuroscience, the cited work of emotion in Ledoux, Damasio, Gardner and Armony, joined studies that almost on a daily basis removed sustenance to the long tradition of treating the feel and think independently and Antagonicaen subsequent reports to research carried out by the aforementioned Ted Brader Marcus, largely confirmed its Theory of emotional intelligence: emotions tend to anticipate to define the political decisions of persons, and positive emotions freed the way for the entry of messages that confirm preconceived ideas, while negative ones seem to lead to reflection, although they do not modify the previous belief system. Motivated reasoning can make us ignore the reality, i.e., that can make us continue supporting a candidate wanted initially, even when we have in front of us a lot of negative information. It is this issue that it is crucial how and at what time to start election campaigns.