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Less than a month from now, citizens of the United Kingdom (UK) will cast a ballot in favour of, or against staying in the European Union (EU). This vote can critically change the shape and scope of the European integration project in the future. Britons are hardly going a day without confronting new headlining-grabbing statistics or qualitative assertions evoking their anxieties.

Since the announcement of Brexit referendum by the UK government earlier this year, opinion polls have shown public opinion closely split. But more recently, the "Stay" campaign seems to have gained.

For instance, a Financial Times' (FT) Poll of Polls on May 19 showed that 47 percent of respondents were in favour of the "Stay" option and 41 percent were in favour of "Leave". The remaining folks were undecided. Similarly, a recent Economist poll had 47 percent of respondents wanting to "Stay" in the EU, 40 percent wanting to "Leave" the bloc, and the rest answered "Don't know".

The "Stay" campaign has garnered some late, valuable momentum. Out of the forty polls tracked by the FT in April and May thus far, about 60 percent of the polls had a dominant "Stay" campaign. In the ten most-recent polls tracked by the FT this month, again, the "Stay" campaign came on top with majority in sixty percent of the polls.

It is, however, not a done deal yet for those in favour of the union. The percentage of "undecided" respondents has averaged at more than ten percent in recent polls - a margin large enough to elevate one side over the other in the lead up to the polls. Therefore, both the "Stay" and "Leave" campaigns are going to try and win over these so-called "independents" by sharpening their narratives.

The narrative game is becoming more like a battle between instinct/feeling and cold logic- or as behavioural economist Daniel Kahneman would say, a tension between an emotional System 1 and a calculating System 2.

While struggling to make the argument that Britons have been better off inside the EU, the "Stay" campaign is relying on data analysis, expert opinions, and alerts issued by multilateral organizations and regional trading blocs to warn Britons that they would be worse off outside the EU. The David Cameron government, which is batting for the "Stay" side, is also publishing regular forecasts that suggest economic recession if the UK opts out.

The "Leave" campaign, however, has settled into an ever-more populist stance. The rhetoric deployed by its most prominent cheerleader, Boris Johnson, is really instructive. Mr. Johnson is the previous London mayor and is expected to succeed Mr. Cameron as PM if the ruling Conservatives Party won the next election. Here is what he reportedly told a public rally in Stafford last week:

"It is absurd that we are told you cannot sell bananas in bunches of more than two or three bananas. You cannot sell bananas with abnormal curvature of the fingers. Why should they tell us? Why should they tell us how powerful our vacuum cleaners should be? Why should they tell us how powerful our hairdryers should be? This is not a matter for an international, supranational body to dictate to the British people."

After that speech, commentators called out Mr. Johnson for making up "facts" and for ignoring that uniform product standards are meant to maximize benefits of duty-free access to the single EU market. But that hasn't stopped Mr. Johnson from barnstorming the island kingdom in his red Brexit bus and charming the crowds with his oratory, as the campaign enters its final weeks.

It appears that the "Stay" side, with all their forecasts and analyses, would continue reminding the voters of a possible doomsday scenario post-Brexit. And the "Leave" side would continue to dismiss those warnings as absurd fear-mongering. It would be interesting to see which of the two thought systems will succeed at June 23rd ballot.

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