Fear and pain are the two easiest emotions to sell with. Survival is what is used in politics when one candidate pits him or herself against another. Voting for the candidate is the savior and supposedly will relieve the fear and pain. The fear is usually fear of loss.
Collective fear stimulates herd instinct, and tends to produce ferocity toward those who are not regarded as members of the herd.
Bertrand Russell (1872-1970)
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