" People do not necessarily vote in their self-interest. They vote their identity. They vote their values. They vote for who they identify with. They may identify with their self-interest. That can happen. It is not that people never care about their self-interest. But they vote their identity. And if their identity fits their self-interest, they will vote for that. It is important to understand that point. "

― George Lakoff , Don't Think of an Elephant! Know Your Values and Frame the Debate: The Essential Guide for Progressives