How America Decides
The long presidential race is almost over. The candidates are jockeying to get their messages across. But which ones sink in, and which ones fizzle? How do you ultimately decide? A TIME survey of American attitudes on the eve of a historic election yields some surprising answers
You don't look for facts about the candidates, other than their party affiliation. You retain some information but use it only to reinforce your existing beliefs.
• This strategy maintains mental consistency. You give little or no consideration to alternatives. Your vote is basically a standing decision.
• Party identification is your primary driver, but you also consider factors such as the incumbent's performance and your impressions of the candidates.
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