The inherently emotional nature of decision making has important implications for many areas of human activity, including politics. The psychologist Drew Westen pointed out in 2007 the repeated failures of American political strategists who tried to approach voters through dispassionate, issue- oriented campaigns. He says that voters' decisions are based on answers to four questions. How do I feel about the candidate's party and its principles? How does this candidate make me feel? How do I feel about this candidate's personal characteristics, particularly his or her integrity, leadership, and compassion? How do I feel about this candidate's stands on issues that matter to me? Westen does not infer from the substantial evidence about the impact of emotions on voting the view that the Democratic Party he supports should ruthlessly exploit people's hopes and fears. Rather, he urges the party to select leaders who have the wisdom, integrity, and emotional appeal to convince voters to accept them based on their values and the best available evidence. The triumphant 2008 U.S. presidential campaign of Barack Obama showed the power of combining strong arguments with emotional magnetism.