‘Choice blindness’ can induce voters to reverse their party loyalty.
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. Read more in Nature.