How Voters Decide

Why do voters choose one candidate over another? Policy matters, but personality, emotion and identity often matter more. In this guide, Dr. Bart Rossi, PhD explores campaigns, debates, conventions, primaries and general elections through the lens of political psychology.You will read about the “winning personality,” how debate performances shape impressions, why undecided voters break the way they do, and how fear, hope and group pressure move public opinion. Dr. Rossi, PhD helps explain what really happens in the voting booth.