Study seeks to clarify how we tend to make decisions in the fce of an information overload such as elections.
They found that the candidate perceived to be the best at addressing the main issue almost always won the popular vote.
When faced with complex decisions, we decide on just one feature that stands out rather than considering all factors.
See the full study here :
Armstrong, J. S., & Graefe, A. (2011). Predicting elections from biographical information about candidates: A test of the index method. Journal of Business Research, 64(7), 699-706.https://doi.org/10.1016/j.ijforecast.2010.05.004
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