People seem to vote for lifestyle choices more than ideology.
It's actually way more depressing than that. If you look at the mountains of research sociologists have done on this over the years, the average American actually votes on things like:
- Personal appearance
- Height and weight
- Hairstyle -- yes, hairstyle
- Humor displayed in debates
- Accent and dialect
Basically, people vote based on whether they want to hang out and drink a beer with someone, not whether they agree with their policies. I especially liked the study in 2004 that showed that a plurality of unaffiliated, uncommitted women questioned leaned towards Bush because they found him to be more the visually-appealing candidate.