Barna Reports: Issues Matter More to Voters Than Anything Else

If you have read books like Drew Westen’s The Political Brain, you might be forgiven for raising an eyebrow at this headline. A large body of work has emerged over the past few years that suggest that we vote with our hearts, rather than our heads. Policies, this body of work says, matter far less than our gut reaction to a candidate, their character and the party we naturally align ourselves with.

So to those who agree with this research, the results of a new report from the Barna Group might be surprising. Across the board, a candidates’ position on issues is overwhelmingly more important than their character, their party affiliation or their religious faith.