“…The standard view is that several key "ingredients" at the individual level -self-interest, ideology, racial or social group identity, and fundamental social valuescontribute to the public's beliefs and preferences (Kinder and Sanders 1996). The self-interest perspective, which enjoys widespread currency in economics, political science, and psychology, suggests that Americans will support those policies that will help them maximize their short-term individual goals or interests, such as improved financial or health status (see, e.g., Miller and Ratner 1998;Brook, Preston, and Hall 1998;Cnaan et al 1993;d'Anjou, Steijn, and van Aarsen 1995). In fact, political campaigns often center on "pocketbook issues," in an attempt to convince vot- Lynch and Gollust ■ Playing Fair 853 context, usually involve trying to convince middle-class and currently insured Americans that they stand to benefit from health reform because of their vulnerability to rising health care costs or loss of health insurance.)…”