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The Washington PostFor most campaigns today…getting out the vote…increasingly rely on a blend of computer technology and behavioral psychology that has revolutionized the political universe. That is the central argument of Sasha Issenberg's The Victory Lab, and at the risk of serving up over-caffeinated hype, it really is an indispensable guide for understanding what has changed, how and why. Issenberg is one of the cadre of younger political writers…who have come of age with a solid understanding of statistics and algorithms…Issenberg also has a firm grounding in the political universe. This combination enables him to chart a virtual century's worth of efforts by political scientists and campaign pros to find out what motivates people to go to the polls, what makes them more likely to choose one candidate over another and what kind of messages work best. By the end, you will understand exactly why you may be receiving a plain, unadorned letter or a phone call congratulating you on your voting record, or asking you when you plan to vote and how you plan to get to the polls.