Why did I love this book?
This book came out after my own, but the authors had already laid out the main themes in papers going back years, so I was familiar with their argument that voters (1) don't know much about politics, (2) don't pay much attention to issues, and (3) therefore base their political choices on something else. What that something else is depends on multiple factors like age, geography, self-interest, whim, and even the weather. The weather explanation is startling. The authors' studies show that droughts and floods affect how people vote. When misfortune frowns on voters they tend to vote against incumbents, whether it is reasonable or not to hold the people in power responsible for what's triggered their feeling of malaise. Throw the bums out!
But one factor above all others determines how people vote. And that's their social identity. Voters take their cues from people like themselves. What influences voters most, in a nutshell, is how their neighbors or fellow churchgoers vote. We go with our social group.