 This new approach, they say, "changes the analytic focus from unintentional priming to intentional priming, namely, the deliberate strategies that candidates pursue to influence voters".Priming can be an effective campaign strategy for presidential candidates, the authors indicate, by a process of carefully calculated uses of public opinion on policy issues to influence voters’ standards for assessing the candidates’ attributes.In this study, the authors focus on the 1960 election because innovative public opinion surveys were incorporated into Kennedy's campaign strategy that enabled him to use position taking to shape his image.