UPDATE as of 9/18/08: FiveThirtyEight has Obama pulling back ahead in Electoral College Projections. Maybe the combined vetting of Palin by the Web and the MSM and McCain's inability to say anything coherent about the current financial crisis have stamped out the bounce from the RNC.

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Democrats everywhere are in a depressed state as McCain has taken a slight lead in nationwide polls. As McCain and Palin continue to feed misinformation, the Democrats and Obama supporters continue to post refutations. How, they wonder in frustration, can Republicans continue to believe this misinformation?

A study offers a potential answer: using reason and logic to argue with Republicans doesn't work. In fact, it may just further entrench them in their beliefs.

A variety of psychological experiments have shown that political misinformation primarily works by feeding into people's preexisting views. But what's even more disheartening is that refuting misinformation may cause people to believe the misinformation even more strongly than they did before hearing the refutation.

Political scientists Brendan Nyhan and Jason Reifler provided two groups of volunteers with the Bush administration's prewar claims that Iraq had weapons of mass destruction. One group was given a refutation -- the comprehensive 2004 Duelfer report that concluded that Iraq did not have weapons of mass destruction before the United States invaded in 2003. Thirty-four percent of conservatives told only about the Bush administration's claims thought Iraq had hidden or destroyed its weapons before the U.S. invasion, but 64 percent of conservatives who heard both claim and refutation thought that Iraq really did have the weapons. The refutation, in other words, made the misinformation worse.

A similar "backfire effect" also influenced conservatives told about Bush administration assertions that tax cuts increase federal revenue. One group was offered a refutation by prominent economists that included current and former Bush administration officials. About 35 percent of conservatives told about the Bush claim believed it; 67 percent of those provided with both assertion and refutation believed that tax cuts increase revenue.

In a paper approaching publication, Nyhan, a PhD student at Duke University, and Reifler, at Georgia State University, suggest that Republicans might be especially prone to the backfire effect because conservatives may have more rigid views than liberals: Upon hearing a refutation, conservatives might "argue back" against the refutation in their minds, thereby strengthening their belief in the misinformation. Nyhan and Reifler did not see the same "backfire effect" when liberals were given misinformation and a refutation about the Bush administration's stance on stem cell research.

If this means that some Republicans actually believe that John McCain invented the Blackberry, then I give up.

But what is a Democrat to do? How do you appeal to people who don't respond to logic or reason?

Jonathan Haidt, Associate Professor of Psychology at the University of Virginia, tries to answer the question of why people vote Republican in this article at EDGE, and in doing so, he tries to suggest some adjustments to the Democratic message. His hypothesis is that Republicans want moral clarity, but Democrats continue to bombard them with messages based in reason.

But now that we can map the brains, genes, and unconscious attitudes of conservatives, we have refined our diagnosis: conservatism is a partially heritable personality trait that predisposes some people to be cognitively inflexible, fond of hierarchy, and inordinately afraid of uncertainty, change, and death. People vote Republican because Republicans offer "moral clarity"—a simple vision of good and evil that activates deep seated fears in much of the electorate. Democrats, in contrast, appeal to reason with their long-winded explorations of policy options for a complex world.

Diagnosis is a pleasure. It is a thrill to solve a mystery from scattered clues, and it is empowering to know what makes others tick. In the psychological community, where almost all of us are politically liberal, our diagnosis of conservatism gives us the additional pleasure of shared righteous anger. We can explain how Republicans exploit frames, phrases, and fears to trick Americans into supporting policies (such as the "war on terror" and repeal of the "death tax") that damage the national interest for partisan advantage.

But with pleasure comes seduction, and with righteous pleasure comes seduction wearing a halo. Our diagnosis explains away Republican successes while convincing us and our fellow liberals that we hold the moral high ground. Our diagnosis tells us that we have nothing to learn from other ideologies, and it blinds us to what I think is one of the main reasons that so many Americans voted Republican over the last 30 years: they honestly prefer the Republican vision of a moral order to the one offered by Democrats.

Haidt notes that when emotions take hold, logic and reason are suppressed, and so policy-based messages by Democrats fail to resonate with Republican voters.

This research led me to two conclusions. First, when gut feelings are present, dispassionate reasoning is rare. In fact, many people struggled to fabricate harmful consequences that could justify their gut-based condemnation. I often had to correct people when they said things like "it's wrong because… um…eating dog meat would make you sick" or "it's wrong to use the flag because… um… the rags might clog the toilet." These obviously post-hoc rationalizations illustrate the philosopher David Hume's dictum that reason is "the slave of the passions, and can pretend to no other office than to serve and obey them." This is the first rule of moral psychology: feelings come first and tilt the mental playing field on which reasons and arguments compete. If people want to reach a conclusion, they can usually find a way to do so. The Democrats have historically failed to grasp this rule, choosing uninspiring and aloof candidates who thought that policy arguments were forms of persuasion.

...the second rule of moral psychology is that morality is not just about how we treat each other (as most liberals think); it is also about binding groups together, supporting essential institutions, and living in a sanctified and noble way. When Republicans say that Democrats "just don't get it," this is the "it" to which they refer. Conservative positions on gays, guns, god, and immigration must be understood as means to achieve one kind of morally ordered society. When Democrats try to explain away these positions using pop psychology they err, they alienate, and they earn the label "elitist." But how can Democrats learn to see—let alone respect—a moral order they regard as narrow-minded, racist, and dumb?

If it's not reason and logic that's failing to resonate with Republican voters, what is missing? Haidt identifies five moral foundations or dimensions that people value and thinks that Democrats only hit on two of them.

In several large internet surveys, my collaborators Jesse Graham, Brian Nosek and I have found that people who call themselves strongly liberal endorse statements related to the harm/care and fairness/reciprocity foundations, and they largely reject statements related to ingroup/loyalty, authority/respect, and purity/sanctity. People who call themselves strongly conservative, in contrast, endorse statements related to all five foundations more or less equally. (You can test yourself at www.YourMorals.org.) We think of the moral mind as being like an audio equalizer, with five slider switches for different parts of the moral spectrum. Democrats generally use a much smaller part of the spectrum than do Republicans. The resulting music may sound beautiful to other Democrats, but it sounds thin and incomplete to many of the swing voters that left the party in the 1980s, and whom the Democrats must recapture if they want to produce a lasting political realignment.

Some other excerpts:

In The Political Brain, Drew Westen points out that the Republicans have become the party of the sacred, appropriating not just the issues of God, faith, and religion, but also the sacred symbols of the nation such as the Flag and the military. The Democrats, in the process, have become the party of the profane—of secular life and material interests. Democrats often seem to think of voters as consumers; they rely on polls to choose a set of policy positions that will convince 51% of the electorate to buy. Most Democrats don't understand that politics is more like religion than it is like shopping.

The Democrats must find a way to close the sacredness gap that goes beyond occasional and strategic uses of the words "God" and "faith." But if Durkheim is right, then sacredness is really about society and its collective concerns. God is useful but not necessary. The Democrats could close much of the gap if they simply learned to see society not just as a collection of individuals—each with a panoply of rights--but as an entity in itself, an entity that needs some tending and caring. Our national motto is e pluribus unum ("from many, one"). Whenever Democrats support policies that weaken the integrity and identity of the collective (such as multiculturalism, bilingualism, and immigration), they show that they care more about pluribus than unum. They widen the sacredness gap.

If Democrats want to understand what makes people vote Republican, they must first understand the full spectrum of American moral concerns. They should then consider whether they can use more of that spectrum themselves. The Democrats would lose their souls if they ever abandoned their commitment to social justice, but social justice is about getting fair relationships among the parts of the nation. This often divisive struggle among the parts must be balanced by a clear and oft-repeated commitment to guarding the precious coherence of the whole. America lacks the long history, small size, ethnic homogeneity, and soccer mania that holds many other nations together, so our flag, our founding fathers, our military, and our common language take on a moral importance that many liberals find hard to fathom. Unity is not the great need of the hour, it is the eternal struggle of our immigrant nation. The three Durkheimian foundations of ingroup, authority, and purity are powerful tools in that struggle. Until Democrats understand this point, they will be vulnerable to the seductive but false belief that Americans vote for Republicans primarily because they have been duped into doing so.

If this is true, it could explain why trying to win an election with a strategy based purely on reason and truth is so difficult, and why Republican misinformation is so effective and durable. Obama wants to run a campaign based not in the same old political attacks, but it's clear to Schmidt and the McCain campaign that an election fought on those grounds is not one they can win.

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