ABSTRACT
A functional approach to the study of opinions suggests that opinions fulfill basic personality needs. The images-versus-issues debate about what influences a voter's choice at the polls has particularly intrigued political scientists since Donald Stokes' classic analysis of American elections. Sometimes, individuals or groups exert major effort to gain publicity for an issue in which they have a personal stake. Prior knowledge, high interest, and frequent media use were all correlated with learning about the personality traits and campaign styles of the candidates. Instrumental or utilitarian function arises from the assumption that people are always engaged in the minimization of pain and the maximization of pleasure. Data covering national elections from 1952 through 1984 showed that personal attributes had as large or a larger impact than policies on the presidential vote in five out of seven elections.
