Reminds me of "The Persuaders." Great book. This comes from a Guardian review on it:

By far the most fascinating and potentially useful case study is that of Anat Shenker-Osorio, the communications strategist for progressive causes, whose tactics, pegged to the data, have exposed a lot of shortfalls in leftwing political campaigning. Shenker-Osorio points out that when people get frightened, they skew right; when they feel compassion and common cause with their fellow humans, they skew left.