If there’s one thing that’s confused the shit out of me for most of my adulthood it’s why Kevin McHale still has a job. But if there’s another thing that’s confused me it’s ‘undecided voters.’ “I mean seriously,” I say over and over. “What more do you need to know? The parties are fundamentally different. The candidates are fundamentally different. And even if you believe otherwise, it’s not like some late-breaking character development is going to come along and clear things up for you.”
No, obviously something else was at work. Well, Seth Godin proposes that it’s fear:
We think that people are undecided because they don’t know enough about our features or our competitors, or because they don’t have enough money or they are waiting to hear from their friends. In fact, most of the time, they’re undecided because they are afraid of deciding. No is scary and yes is scary.
Now, finally, this makes sense. And it makes me feel a little better.