We are told by the astrophysicist Michio Kaku that 6.4 percent of the universe is visible, with another 23 percent unseen but measurable, leaving much of the universe in the dark. It is much the same in our inner world, where most thinking occurs outside of awareness, available to neither introspection nor direct observation. Humans are designed to process rapidly and implicitly enormous quantities of environmental and internal data. But our ability to focus explicit thought is severely limited. By and large, the social sciences are not well prepared to understand this duality of cognition, and political science is no exception. Grounded in an Enlightenment view of Rational Man, political science has been dominated by models of conscious control and deliberative democracy. Rational and intentional reasoning, in this conventional view, causes political behavior.

This is a book about unconscious thinking and its influence on political attitudes and behavior. It is a book about powerful affective and cognitive forces that motivate and direct deliberation and political action outside of conscious awareness and control. It is a book about rationalizing, rather than rational, citizens.