Neuroscience and the undecided voter

As we enter the final week of a seemingly endless election campaign, opinion polls continue to identify a substantial fraction of voters who consider themselves “undecided.” Although their numbers are dwindling, they could still determine the outcome of the race in some states. Comedians and other commentators have portrayed these people as fools, unable to choose even when confronted with the starkest of contrasts.

Recent research in neuroscience and psychology, however, suggests that most undecided voters may be smarter than you think. They’re not indifferent or unable to make clear comparisons between the candidates. They may be more willing than others to take their time — or else just unaware that they have essentially already made a choice.

Your Brain's Secret Ballot (New York Times, 27 October 2008)