▁work ▁to ▁achieve ▁the ▁goal . ▁ ▁Indeed , ▁some ▁contemporary ▁writers ▁have ▁attributed ▁the ▁popular ity ▁of ▁the ▁most ▁destruct ive ▁political ▁forces ▁in ▁modern ▁history — from ▁Naz ism ▁to ▁J ih ad ism — to ▁the ▁ability ▁of ▁their ▁leaders ▁to ▁en chant ▁( r ather ▁than ▁conv ince ) ▁public s ▁and ▁to ▁opp ose ▁" the ▁heaven ly ▁ec st as ies ▁of ▁religious ▁fer vor " ▁to ▁the ▁" nak ed ▁self ▁interest " ▁and ▁the ▁ icy , ▁individual istic ▁rational ism ▁of ▁modern ▁liberal ism . ▁ ▁Similarly , ▁D rew ▁Westen , ▁professor ▁of ▁psych ology ▁psych iat ry ▁and ▁behavior al ▁sciences ▁at ▁Em ory ▁University , ▁drawing ▁on ▁current ▁psych iat ric ▁and ▁psych ological ▁research ▁to ▁demonstrate ▁the ▁power ▁of ▁emot ions ▁in ▁affect ing ▁political ▁cogn ition ▁and ▁prefer ences , ▁wrote ▁that , ▁" when ▁reason ▁and ▁em otion ▁col lide , ▁em otion ▁invari ably ▁wins ." ▁ ▁Westen , ▁an ▁ad visor ▁to ▁Democratic ▁political ▁campaign s , ▁bel ieves ▁that ▁evolution ▁has ▁equ ipped ▁people ▁to ▁process ▁information ▁via ▁emot ions ▁and ▁that ▁people ▁respond ▁to ▁emot ional ▁c ues ▁more ▁than ▁to ▁rational ▁arguments . ▁According ly , ▁Westen ▁bel ieves ▁that ▁em otion ▁lies ▁at ▁the ▁center ▁of ▁effective ▁persu asion ▁and ▁that ▁appe als ▁to ▁em otion ▁will ▁always ▁beat ▁appe als ▁to ▁reason : ▁ ▁A ▁central ▁aspect ▁of ▁the ▁art ▁of ▁political ▁persu asion ▁is ▁creating , ▁solid ifying , ▁and