The tendency of people to favor a particular candidate or political party as a result of unconscious or partial cognitive and emotional processes, regardless of their evaluation of policies, programs, or the actual actions of political leaders. This bias is based on a variety of factors, including previous connections, previous electoral experience, emotional attachment to political figures, and social or cultural stereotypes that form the initial impression. Thus, psychological electoral bias represents a central psychological factor in understanding voter behavior and explains why emotions and affiliation can have a greater impact on electoral attitudes than facts and politics.