But the main reason I recommend reading The Victory Lab is because I believe voters should be forewarned about how campaigns are going to try and manipulate them. While some of these cutting-edge campaign techniques are benign, I find the grand experiments in behavioral manipulation insidious and just plain creepy. (In this respect, the reaction to the Messina photo may be more hurtful than helpful to the Obama campaign.)

And that’s exactly what this pledge to Obama nonsense is. The campaign is running a psychological experiment on its supporters to forge some sort of emotional commitment to the president, and to create an artificial sense of obligation to vote for him.

Peer pressure is also an exceedingly useful thing to force people to conform to a preordained conclusion, which is why the Obama campaign has an app that allows you to see which of your neighbors are Democrats. Nothing disturbing about that at all, no siree.