Why character trumps positions on issues

In his post Don't Think of a Maverick! Could the Obama Campaign Be Improved?, George Lakoff explains why character factors can overshadow positions on issues.

In 1980, Richard Wirthlin--Ronald Reagan's chief strategist--made a fateful discovery. In his first poll he discovered that most people didn't like Reagan's positions on the issues, but nevertheless wanted to vote for Reagan. The reason, he figured out, is that voters vote for president not primarily on the issues, but on five "character" factors: values, authenticity, communication and connection, trust, and identity.

Lakoff said it's not a matter of personality, but of shared values. "Voters are smarter. Since they don't know what the situation will be in a couple of years, it is rational to ask if a candidate shares your values, if he's saying what he believes, if he connects with you, if you trust him, and if you identify with him. That is a rational thing to do. Not just a matter of personality."