Fear shapes voters' views

A recent study on fear found out that fear might shape voter's views. Did it really had to take a study to figure that fear can be a (if not the) motivating factor in elections? I thought Niccolo Machiavelli already had a chapter on the subject in "The Prince". So if thinking about death might make me vote for Bush, and thinking about watching TV might make me vote for Kerry, what do I have to be thinking about for voting for Nader?