Ever wonder why some people vote against their best interests? Why some believe campaign propaganda even when fact checkers point out misleading statements, half-truths and outright lies? Why some go to extreme lengths to cherry pick opposition statements to make some minor point? Why they are willing to propagate a campaign’s nonsense? Why otherwise ethical people are willing to do or say anything to support their candidate because, in this case, the ends justify the means? You are not alone.
Psychologists have been studying voter preference for decades. Scholarly articles and books have been written on the subject. Campaigns hire these experts to craft their message, target supporters and deflate opposition supporters. There are a gazillion of factors that effect voter preferences, but basically it boils down to the fact that decisions are made in the unconscious mind. The personality dimensions you were born with color the way you think about candidates and issues. They give campaign consultants precise information on how to do that.
The bottom line is that we all vote with our hearts instead of our heads. We may think otherwise, or at least think that’s what everybody else does, but it’s a fact. We use our heads only to rationalize our decisions.
The same is true of our religious beliefs. This is why your mom told you never to discuss religion or politics in polite company.
It’s easier to fool people than to convince them they’ve been fooled.
— Mark Twain