Those voters with more political experience will likely interpret the messages differently than those with less experience. In 1992, candidates had more of an opportunity to participate in the campaign. Call-in interview programs and town meetings allowed the voters, media, and candidates to engage in discussion. Although early studies on elections found that voters choose a president based on personal qualities, other studies discovered that different factors come into play. Samuel Popkin's investment theory articulates that the public looks for predictors of what candidates will do in the future.
Citizens take in various messages from the campaign about the candidates' record and priorities.
They match these values with their own personal concerns. Just, et al. admit that although character concerns are primary for many citizens, assessment of candidates is based on political information and political knowledge. Many citizens have busy lives and don't have time to keep up on the latest in politics. However, the political information environments in which people participate often facilitate citizens' abilities to make decisions. Since the campaign is so long, citizens are given a plethora of information to consider.