Real interesting article, although it smells a bit of drawing conclusions beyond the data:
http://www.nytimes.com/2005/01/18/opinion/18freedman.html?oref=login&thThis section startled me:
These patterns of brain activity, made visible on the f.M.R.I.'s, suggest that both Bush and Kerry voters were mentally battling their attraction to the other side. Bush voters wanted to follow Mr. Kerry; Kerry voters found appeal in Mr. Bush. Both groups fought this instinct by arguing to themselves that their impulses were wrong. By recalling flaws associated with the opposition, the voters displaced attraction with dislike. Because the process happened nearly instantaneously, only the final sense of dismay reached full awareness.
So, Democrats, admit that you admire the confidence and decisiveness of President Bush. And Republicans, concede that you would like a president to have the depth of knowledge and broad intelligence of Mr. Kerry.
It's no surprise to me that at some deepseated level Republicans know that Bush is an idiot but override this awareness in order to support "their guy". But is the converse true of Democrats? I find it hard to believe that I subconsciously admire Bush's "confidence and decisiveness"