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I think the personal virtue of a candidate matters less when the stakes are so high.
"The spouse of the candidate matters in less than 1 out of 100 votes," Mr. Luntz said.
In the village of Saedah, a cluster of huts in a Sunni tribal area in eastern Diyala, only one candidate matters: Sheikh Mohammed Turki.
The identity of the opposition candidate matters relatively little: voters are choosing between "the incumbent" and "not the incumbent," and if things get bad enough, almost anyone else will do.
In the latest New York Times/CBS News poll, only a quarter of voters say the selection of the vice presidential candidate matters a lot to their decision in November.
In the referendum model, only the performance of the incumbent party's candidate matters: the opponents could nominate Lyndon H. LaRouche or Jesus H. Christ, and it wouldn't make much difference.
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The message and the candidate matter, of course; it's easier to persuade voters if your policies are more popular and your candidate more appealing.
In West Virginia, where more than three-fourths of white voters chose Mrs. Clinton, 20percentt of the white voters said the race of the candidate mattered in their choice.
According to the CNN exit poll, twenty-seven per cent of those surveyed said that in deciding how to vote, the religious beliefs of the candidate mattered a great deal to them.
But will the vice presidential candidate matter?
But the quality of individual candidates matters, too.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com