Voting behavior

It is too difficult and time-consuming to make a “fully rational” voting decision, so we use heuristics (“rules of thumb”). In particular, we use:

The nature of the times heuristic: When times are good, you vote for continuity. When times are bad, you vote for change.

The identification heuristic: You are more likely to vote for people you identify emotionally with, with people who, you sense, “get you.”

Francisco Toro (via Evangeline White)

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