▁Pers u asion ▁in ▁President ial ▁Camp aign s . ▁Pop kin ▁re lies ▁on ▁a ▁theory ▁of ▁low ▁information ▁rational ity ▁to ▁explain ▁how ▁vot ers ▁are ▁able ▁to ▁make ▁rational ▁choices ▁between ▁candidates . ▁V ot ers ▁do ▁this ▁by ▁using ▁information ▁shortcut s ▁that ▁they ▁receive ▁during ▁campaign s , ▁usually ▁using ▁something ▁like ▁a ▁" dr unk ard ' s ▁search ." ▁V ot ers ▁use ▁small ▁amounts ▁of ▁personal ▁information ▁to ▁construct ▁a ▁narr ative ▁about ▁candidates . ▁Ess entially , ▁they ▁ask ▁themselves ▁this : ▁" B ased ▁on ▁what ▁I ▁know ▁about ▁the ▁candidate ▁personally , ▁what ▁is ▁the ▁probability ▁that ▁this ▁president ial ▁candidate ▁was ▁a ▁good ▁governor ? ▁What ▁is ▁the ▁probability ▁that ▁he ▁will ▁be ▁a ▁good ▁president ?" ▁Pop kin ' s ▁analysis ▁is ▁based ▁on ▁one ▁main ▁prem ise : ▁vot ers ▁use ▁low ▁information ▁rational ity ▁gained ▁in ▁their ▁daily ▁lives , ▁through ▁the ▁media ▁and ▁through ▁personal ▁interactions , ▁to ▁evaluate ▁candidates ▁and ▁facil itate ▁elect oral ▁choices . ▁ ▁Other ▁models ▁The ▁science ▁Liter acy / know ledge ▁def ic it ▁model ▁states ▁that ▁the ▁public ▁is ▁willing ▁and ▁able ▁to ▁process ▁information ▁if ▁it ▁is ▁available . ▁Therefore , ▁a ▁lack ▁of ▁public ▁support ▁or ▁participation ▁is ▁caused ▁by ▁a ▁lack ▁of ▁information ▁available ▁to ▁the ▁public . ▁ ▁Problem s ▁for ▁science ▁As ▁mentioned ▁above , ▁scient ists ▁who ▁use ▁the ▁knowledge ▁def ic it ▁model ▁face ▁great ▁difficulty ▁con ve ying ▁information ▁to ▁the ▁lay