A month before the US election, I predicted a Trump victory over Hillary Clinton. Here’s Part 2 of my reasoning:
4. The clarity effect; people voted for simplicity.
I can hardly remember what Clinton said. In contrast, we remember Trump’s slogans far more vividly. He distilled his message into simple points, like “Build the Wall” and “Make America Great Again.” His simple (perhaps simplistic), ‘grade-school’ (primary school) language resonated with the average American audience—rather than Clinton’s flowery, conceptual and intellectual rhetoric. Read more
