Why do we vote the way we do? The easy answer, of course, is that we pick the politician whose values, beliefs and opinions most closely resemble our own. But while that does play a part, there are other, less obvious influences as well.
It turns out that much of why we make the voting decisions we do comes from our subconscious: biases we hold towards things like a candidate's height, weight, looks, tone of voice, and even choice of clothes. Campaigns have known this for years and, with every vote being fiercely sought, have employed a variety of tactics to make their candidate appeal to parts of our psyche we're not even aware of.