Choice Blindness in Nature News

"When US presidential candidate Mitt Romney said last year that he was not even going to try to reach 47% of the US electorate, and that he would focus on the 5–10% thought to be floating voters, he was articulating a commonly held opinion: that most voters are locked in to their ideological party loyalty. But Lars Hall, a cognitive scientist at Lund University in Sweden, knew better. “His calculation, only zeroing in on 10% of voters, is a risky proposition,” he says. When Hall and his colleagues tested the rigidity of people’s political attitudes and voting intentions during Sweden’s 2010 general election, they discovered that loyalty was malleable: nearly half of all voters were open to changing their minds. The team's work is published today in PLoS ONE1."