I like to believe there are people who look at the issues and vote for something..
I think there are like maybe 12 people who did that.
The following is just a data point of one but I can't get it out of my head.
Years ago when Obama was running against McCain I asked the young bartender at the local pizza joint who is she voting for and why.
We knew each other and I said I wasn't looking to argue I was just curious. At the time Obama had about 9 months experience as a US senator before he declared his bid. He had done nothing in Congress and relative to McCain's experience there was a stark difference.
She obliged. Her response went something like:
"I really don't follow that stuff very much but... I don't know.. you know ...I think I'm going to vote for Obama... you know... I kind of think.. change.. you know...change"
I recall thinking they should give a bonus to Obama's campaign manager for that slogan.
I'm fairness, at her age I was pretty clueless about issues myself. I'll take a guess and say some 80 to 90% of the people have no idea what the issues are and just vote on who they like.
I also remember one time when some reporter did a schtick on the street interviewing people and assigning the stances on issues from one candidate to an opposing candidate. The people agreed with the stance on every issue. They had no idea that the stances were from the other candidate.
It was both hilarious and sad at the same time.