Reply #24: No disagreement here - but we discount a big chunk of the voting populace

[TornadoTN]

The biggest part of the "undetermined" or "independent" voting segment are extremely swayed by gimmicks and negative marketing. It's what they remember and what they associate with a candidate, product, or service. They love the negative campaign messages and mud-slinging. They in turn influence other voters with their own (wrong) perceptions.

It's a sad and pathetic state of affairs but its true. If you have doubts, just look at main stream marketing of goods and services.