[hnhg]

I don't believe most voters use a rational process to pick who they vote for. It seems to me that selling a politician is no different to selling washing powder and that's probably best done through TV. Most voters simply feel compelled to vote and go for the overall feel or 'brand' of the politician.

That's what I feel after observing UK politics recently, especially after the referendum for changing our voting system.

[iamdave]

Most voters simply feel compelled to vote and go for the overall feel or 'brand' of the politician.

I agree. Something the Obama campaign understood and mastered. I don't want to make this an overly political discussion, he's made some moves and gestures I disagreed with, has some policies I didn't like but he knew how to run an election and change the conversation. Branding is what did it for him.

[DanBC]

Yes. Isn't there research showing that trying to persuade people to change their position just strengthens their opinion?

[tomjen3]

Of course, but you will never get those people to change their vote. So who gives a shit what they care about?