Framing risky choices: how the Leave campaign convinced Britain to take a leap into the unknown

Prior to the Brexit referendum in 2016, many observers expected that floating voters would swing toward Remain due to the perceived risks and uncertainty associated with leaving the European Union. Drawing on a new book, Ece Özlem Atikcan, Richard Nadeau and Éric Bélanger explain how the Leave campaign managed to reframe the risks associated with Brexit and win the referendum.