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But… we have a newish profession, “Political Consultant.” A “political consultant” is essentially in sales, they sell candidates. They do that using psychology. Just watch how candidates “workshop” short mottos like “A thousand points of light” (a George HW Bush campaign hook that came from a focus group watching a Reagan speech.) Bush’s key “issues” came from “focus groups.” For example, he would have passed a law requiring Massachusetts school children to recite the "pledge of allegiance.” (Never mind that Governor Dukakis, had been advised that such a law was unconstitutional. The focus groups said it would sell, and it did!)

Bill Clinton did the same thing, quite successfully. Campaigns are carefully crafted using psychology. “Hard work is good work!”

Watch A Face in the Crowd to see a political consultant at work.