Voters are not only deeply ignorant and irrational, they can't even remember how they voted in the past.
"We then analyzed consistency on an individual level, assessing whether individual voters were likely to give the same reasons each time they were surveyed. The vast majority of participants either forgot some reasons that were previously given or added in some new reasons in place of or along with the original reasons. At the end of the study, we presented participants with a list of potential reasons, to see if this inconsistency could be overcome with a prompt. However, many participants failed to select previously stated reasons, suggesting genuine memory distortion. The findings have important implications for media and political campaigners, suggesting that voters’ recollections of the reasons behind their choice can be unreliable."
"We then analyzed consistency on an individual level, assessing whether individual voters were likely to give the same reasons each time they were surveyed. The vast majority of participants either forgot some reasons that were previously given or added in some new reasons in place of or along with the original reasons. At the end of the study, we presented participants with a list of potential reasons, to see if this inconsistency could be overcome with a prompt. However, many participants failed to select previously stated reasons, suggesting genuine memory distortion. The findings have important implications for media and political campaigners, suggesting that voters’ recollections of the reasons behind their choice can be unreliable."