“Nix shows how psychographically categorized voters can be differently addressed, based on the example of gun rights, the 2nd Amendment: “For a highly neurotic and conscientious audience the threat of a burglary—and the insurance policy of a gun.“ An image on the left shows the hand of an intruder smashing a window. The right side shows a man and a child standing in a field at sunset, both holding guns, clearly shooting ducks: “Conversely, for a closed and agreeable audience. People who care about tradition, and habits, and family.””