Norton: But you had to be good at it, and you couldn’t be obvious. When the candidate answered a completely different question, he was penalized heavily and rated less likable and trustworthy. Interestingly, people were much better at recalling the actual question in those cases.
After we did this research, we really paid attention to the national elections. We noticed how some politicians seemed to have mastered this skill. Hillary Clinton was phenomenal at dodging questions. Looking back, Ronald Reagan was a master dodger, too."