The Roots of Fear

For the candidate whose slogans include "Got Hope?" the question was so perfect he might have dreamed it up himself. At an appearance this month at Wartburg College in Waverly, Iowa, a foreign student asked Barack Obama about the fear that has gripped the American psyche since September 11, 2001, and which a number of politicians are hoping to ride to victory. A recent Mitt Romney mailing in New Hampshire, for instance, shows a chain-link fence and warns that the next president's "policies on illegal immigrants will define America for generations to come." A new Tom Tancredo ad declares that Central American gangs "now on our soil" are "pushing drugs" and "raping kids." And Rudy Giuliani rarely misses a chance to evoke images of crashing planes, collapsing towers and 2,973 dead Americans.

So when the student asked about America's climate of fear, Obama pounced. "We have been operating under a politics of fear: fear of terrorists, fear of immigrants, fear of people of different religious beliefs, fears of gays that they might get married and that somehow that would affect us," he declared. "We have to break that fever of fear … Unfortunately what I've been seeing from the Republican debates is that they are going to perpetuate this fearmongering … Rudy gets up and says, 'They are trying to kill you' … It's absolutely true there are 30,000, 40,000 hard-core jihadists who would be happy to strap on a bomb right now, walk in here and blow us all up. You can't negotiate with those folks. All we can do is capture them, kill them, imprison them. And that is one of my pre-eminent jobs as president of the United States. Keep nuclear weapons out of their hands."

The fact that a candidate whose campaign is built on optimism and a positive message is not above evoking terrifying images of suicide bombers and nuclear bombs—and doing so two breaths after he denounces fearmongering—reveals the power of fear to sway voters. Half a century of research has shown that fear is one of the most politically powerful emotions a candidate can tap, especially when the fears have a basis in reality; jihadists, of course, are indeed bent on suicide bombings. Candidates who exploit voters' fears and anxieties grab attention in a way that other appeals, such as those to experience, competence, vision or even anger (a close second to fear in its power to move voters) do not. "In politics, the emotions that really sway voters are hate, hope and fear or anxiety," says political psychologist Drew Westen of Emory University, author of the recent book "The Political Brain: The Role of Emotion in Deciding the Fate of the Nation." "But the skillful use of fear is unmatched in leading to enthusiasm for one candidate and causing voters to turn away from another."

That qualifying "skillful" underlines psychologists' more-sophisticated understanding of the use of fear in politics. New studies show that the genie of fear is most effective if let out of its bottle with more finesse than by yanking off the stopper and wildly flinging the contents all over Iowa and New Hampshire. Through surveys of voters, lab experiments that simulate voting and, now, brain-imaging studies that pinpoint which regions switch on when people weigh political decisions, a new generation of political psychologists and campaign strategists is refining the understanding of the power of fear. The result is new insights into how voters respond to having their anxieties stoked; how playing to fears and anxieties can affect voters' views on issues seemingly unrelated to those that incite fear; how fear is wielded most effectively as a scalpel rather than a cudgel, and how the power of fear can be squared with the political truism that the candidate who best projects hope tends to win.

It's as pointless for Obama or anyone else to rail against the use of fear to sway voters as it is to bemoan humans' inability to hear pitches as high as dogs can. The brain structure that processes perceptions and thoughts and tags them with the warning "Be afraid, be very afraid!" is the amygdala. Located near the brain's center, this almond-shaped bundle of neurons evolved long before the neocortex, the seat of conscious awareness. There is good reason for the fear circuitry to be laid down first, explains neuroscientist Joseph LeDoux of New York University. Any proto-humans who lacked a well-honed fear response did not survive long enough to evolve higher-order thinking; unable to react quickly and intuitively to rustling bushes or advancing shadows, they instead became some carnivore's dinner. Specifically, fear evolved because it promotes survival by triggering an individual to respond instantly to a threat—that is, without cogitating on it until the tiger has pounced. Human brains that detect fear and act on it "behave in ways that are ultimately in our interest," writes Westen in "The Political Brain." "They lead us to protect ourselves and our family."

The evolutionary primacy of the brain's fear circuitry makes it more powerful than the brain's reasoning faculties. The amygdala sprouts a profusion of connections to higher brain regions—neurons that carry one-way traffic from amygdala to neocortex. Few connections run from the cortex to the amygdala, however. That allows the amygdala to override the products of the logical, thoughtful cortex, but not vice versa. So although it is sometimes possible to think yourself out of fear ("I know that dark shape in the alley is just a trash can"), it takes great effort and persistence. Instead, fear tends to overrule reason, as the amygdala hobbles our logic and reasoning circuits. That makes fear "far, far more powerful than reason," says neurobiologist Michael Fanselow of the University of California, Los Angeles. "It evolved as a mechanism to protect us from life-threatening situations, and from an evolutionary standpoint there's nothing more important than that."