Dr. Bornstein comments on the psychology behind election ads.

Robert F. Bornstein

Robert Bornstein, Ph.D.

Minnesota Public Radio, MPR, reaches 900,000 listeners a week. On Wednesday, January 27, 2016, Classical MPR, MPR’s classical music show, featured an interview with Robert Bornstein, Ph.D., professor in the Gordon F. Derner Institute of Advanced Psychological Studies, on why political advertisements work and the power of the exposure effect.

Dr. Bornstein’s research focuses on personality dynamics, disorders and assessment.  He has published more than 150 articles and book chapters on personality dynamics, diagnosis and treatment and has coauthored other works.

On MPR, Dr. Bornstein pointed out that the exposure effect is the reason we see a great number of political advertisements before elections. He explained how constant repetition of a name or a face can cause some degree of attraction. He went on to comment that it is to the advantage of politicians that people do not pay great attention to what they say, but are still repeatedly exposed to their image and campaign.

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