The psychology of the general election

The British Psychological Society's Research Digest blog has put together a collection of links to research that may help us understand what will be going through people's minds in the election campaign and at the polling station:

Psychology tells us that not only are the parties competing with each other, they also have to contend with the foibles of human nature. 

Many of us like to think that we vote according to sound reason, perhaps for the good of the country, our own family's best interests, or by selecting the most fair and competent candidate. 

In fact, there's evidence that our votes are frequently influenced by more superficial factors, from a candidate's looks to the weather on election day.