The personal traits of candidates have become an influential factor in voters' decisions during recent elections. Although issues currently remain central in many voters' election decisions, issue voting can be difficult when candidates are closely aligned in their stances on given issues. Issue voting can also be problematic when candidates' stances differ drastically from those of voters. At the same time, the United States has witnessed increasing polarization between the Democratic and Republican Parties that has caused many voters to identify themselves as independents. This increasing lack of party identification combined with the difficulties that arise with issue voting has resulted in voting decisions based on the personality and demographic traits of candidates.
Candidates are most often evaluated on their party affiliation and stances on prominent issues. However, when the aforementioned problems with party identification and issue voting arise, the personal characteristics of candidates may enter into campaign strategies and voting decisions. Many candidates utilize demographic factors to appeal to voters. For example, candidates may emphasize the importance of their families and their upbringing in humble middle-class households as a way to relate to a wide segment of American voters . Other candidates appeal to voters through shared religious affiliations. Candidates may also emphasize their personality traits by showing how their actions have demonstrated their trustfulness and hard work.
Michelle Obama at the 2012 Democratic National Convention
First Lady, Michelle Obama, appealed to voters by emphasizing the humble background of her husband during her speech at the 2012 Democratic National Convention.
At the same time, candidates also tend to emphasize the demographic and personality traits of their opponents that will create mistrust among voters. For example, candidates often air advertisements that question the honesty of their opponents while emphasizing their own fortitude and work ethic. Candidates may also emphasize the excessive wealth of their opponents as a way to show how they are out of touch with the average middle-class American.