http://psychologytoday.com/articles/pto-20061222-000001.xmlTo test the theory, Jost prompted people to thin about either pain—by looking at things like a ambulance, a dentist's chair, and a bee sting—o death, by looking at things like a funeral hearse the grim reaper, and a dead-end sign. Across th political spectrum, people who had been prime to think about death were more conservative o issues like immigration, affirmative action, an same-sex marriage than those who had merel thought about pain, although the effect size wa relatively small. The implication is clear: Fo liberals, conservatives, and independents alike thinking about death actually makes people mor conservative—at least temporarily
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"At least some of the President's support is the result of constant and relentless reminders of death, some of which is just what's happening in the world, but much of which is carefully cultivated and calculated as an electoral strategy," says Solomon. "In politics these days, there's a dose of reason, and there's a dose of irrationality driven by psychological terror that may very well be swinging elections."
Solomon demonstrated that thinking about 9/11 made people go from preferring Kerry to preferring Bush. "Very subtle manipulations of psychological conditions profoundly affect political preferences," Solomon concludes. "In difficult moments, people don't want complex, nuanced, John Kerry-like waffling or sophisticated cogitation. They want somebody charismatic to step up and say, 'I know where our problem is and God has given me the clout to kick those people's asses.'"
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To test this, Solomon and his colleagues prompted two groups to think about death and then give opinions about a pro-American author and an anti-American one. As expected, the group that thought about death was more pro-American than the other. But the second time, one group was asked to make gut-level decisions about the two authors, while the other group was asked to consider carefully and be as rational as possible. The results were astonishing. In the rational group, the effects of mortality salience were entirely eliminated. Asking people to be rational was enough to neutralize the effects of reminders of death. Preliminary research shows that reminding people that as human beings, the things we have in common eclipse our differences—what psychologists call a "common humanity prime"—has the same effect.