Political consultants are pugilists masters in the dark art of negativity. Which is why it's surprising to hear Democrats such as Steve McMahon and Republicans like Rich Galen urging their presidential candidates to be more well positive.
We are pre-disposed for fantasy there is a natural impulse for human beings to want to get off their heads or out of their heads in something in a substance or a drink or an idea or a religion which will comfort them and make life exciting.