Psychology
The Influence of Political Endorsements on Undecided Voters
Quick fact
Endorsements from a well-liked local figure can increase a candidate's vote share by as much as 3–5 percentage points, a margin that can decide a modern election.
Why this is interesting
You've seen the lawn signs and the TV ads: 'Representative X endorses Candidate Y.' But why would a single opinion shift thousands of votes in a tight race?