Our brains just aren’t wired to handle this many choices. And it’s going to hurt the bid to oust Donald Trump.
The scholarship on choice overload allows us to make some educated guesses on how primary voters are likely to react to a group nearly large enough to field both sides of a softball game. Those most engaged in the process – hardcore Democratic primary voters – will kick the tires for so long that they’ll start complaining that their toes hurt.
In a crowded environment, smart candidates embrace simplicity and limit the number of attributes they highlight. You have a 10-point national security plan? Great. Put it on your website but just tell voters, in a couple short sentences, what America’s role in the world is. Your tax plan will save the middle class a bajillion dollars? Awesome. Tell me how much I’ll save, or even better, tell me how much I stand to lose montly if I vote for someone else.
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