How Voters Decide - S1.E38

So today, Craig is going to try to get inside the heads of voters by discussing how voters make decisions. Now obviously, like all decision making, voter decisions are influenced by a multitude of factors, but the three we are going to focus on today (and the three political scientists seem to think play the biggest role) are party loyalty, the issues involved in an election, and candidate characteristics. Now this all might seem like common sense, and well it sort of is, but it's important to be aware of and take into account the factors that influence our decisions - especially when considering that many voters are not particularly well-informed.