Why Voters Vote the Way They Do?

Democrats need to focus on the gut, not the head (Fareed Zakaria) from the Washington Post
"The conclusion is clear. As Gabriel Lenz writes in his landmark 2012 book, “Follow the Leader?”, “Voters don’t choose between politicians based on policy stances; rather, voters appear to adopt the policies that their favorite politicians prefer.”  And how do voters pick their favorite politicians? It is a gut decision that is more emotional than rational."