Study: Voters might actually care less about personality than they used to

Conventional wisdom says the 2016 presidential race is about personality. Is Donald Trump too offensive? Is Hillary Clinton too imperious? Would voters like to have a beer with them? Does either of them have any idea what a beer costs? I mean, it's one beer — what could it cost? Ten dollars?

But a new study by Martin Wattenberg, a political scientist at the University of California at Irvine, finds voters are increasingly uninterested in matters of personality. Instead, partisanship and policy are the primary determining factors for candidate selection in the United States today.

As Wattenberg explains at The Washington Post, "over the last 60 years, presidential candidates' personal attributes have actually become less important to voters and less correlated with election outcomes." In 1952, for instance, 8 in 10 Americans described personal qualities (like character, appearance, and personal history) when discussing why they liked their candidate. That personal interest has steadily declined up through 2012, the most recent year of available data, when only 6 in 10 offered similar answers to the same question.

To the extent that voters care about personal qualities today, their perception is heavily colored by partisanship. "In our increasingly polarized politics, people have come to hold more black-and-white views of the candidates," Wattenberg says, "and judge personal character through the lens of political bias."