Image, symbols, faces, and so on matter at least as much to voters as policy. Instrumental Versus Expressive Value A. Economists usually focus on the instrumental value of products - what the products do. Cheering at a football game. Getting a get-well card for a sick friend. Joining the Million Mom March.
Most products provide a mix of both instrumental and expressive value.
But the mix varies. The following discussion relies heavily on their work. Because expressive and instrumental motives could work in different directions. Similarly, if part of the motive for buying a car is expressive, people will not necessarily buy the car with the mechanical properties they most prefer. Even if your candidate loses, you can still feel smugly superior in your devotion to the homeless.