“…For example, much attention has been devoted to conceptualization and measurement of party identification (e.g., Green et al, 2002;Weinschenk, 2010;Zschirnt, 2011). However, shortterm forces, including a discussion with a friend or coworker (Beck et al, 2002), television ads (Huber and Arceneaux, 2007), or various characteristics of the candidates such as their facial appearance (Ballew and Todorov, 2007) or perceived personality (Kinder, 1986), are nearly infinite in number and are much harder to measure and link to the voting decision (e.g., Miller and Shanks, 1996).…”