In the current Presidential campaign it has been said often enough to become a cliche: both candidates will need to reach beyond their respective political bases to appeal to a larger-than-usual body of independent voters.
How to do so? Accentuate the negative -- or "negational identity," as behavioral scholars put it.
"Even if individuals cannot agree on who they are, they often agree on who or what they are not," a new study explains. "Simply reminding people of what they are not can transform attitudes towards different groups, shift loyalties, and political preferences, and thus drive coalition building."
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