Earlier this year, marketing researchers discovered something unusual about Valentine's Day.  Every February, would-be Romeos fall into two groups.  The first group is men who plan and purchase a gift a head of time.  They're out to wow their object of desire, and respond best to advertisements that promise fireworks. 

The second group of men procrastinate.  As February 14^th approaches—tic toc—they respond best to advertisements about avoiding fights, not kindling sparks. 

Confronting a deadline, consumers are more moved by negative arguments (what they could lose) than positive ones (what they can win).  This goes a long way in explaining Pennsylvania voters—8 percent of whom hadn't picked a candidate two days ago.  That's when Clinton released her master of disaster ad - a montage of doom from Katrina to bin Laden. 

Time pressure + fear = risk aversion.  Q.E.D., last-minute persuadables will pull the lever for the establishment candidate.  The fair senator from New York is one smart lady.