Man may not be a political animal, but he is certainly a social animal. Voters do respond to the cues of commentators and campaigners, but only when they can match those cues up with the buzz of their own social group. Individual voters are not rational calculators of self-interest (nobody truly is), and may not be very consistent users of heuristic shortcuts, either. But they are not just random particles bouncing off the walls of the voting booths. Voters go into the booth carrying the imprint of the hopes and fears, the prejudices and assumptions of their family, their friends, and their neighbors. For most people, voting may be more meaningful and more understandable as a social act than as a political act.