Politics is all about the power of persuasion.
Through speeches, campaign paraphenellia, TV ads -- or plain old shouting across the aisle.
But if you really want to sway someone to your way of thinking, is raising your voice a few decibels the best way?
For more on the art of political persuasion, Take Two's Alex Cohen spoke to Peter Ditto.
He's a Professor of Psychology and Social Behavior at UC Irvine.
To hear the full conversation click the blue player above.