This rings true to me:
Almost all working class folks have about the same knowledge of politics as you and I have about cars. Which is to say, on one level, quite a lot, but it’s not what they devote their lives to understanding. So, as we do in the case of cars, they turn to other mechanisms, such as brand loyalty, to make their decisions.
What they know about Clinton is that she was a part of the Administration that spent eight years talking about issues that were important to them and presiding over an era of peace and prosperity. So what they are going on here is familiarity and positive experiences, the same thing that I do when I buy only Japanese cars. This is a perfectly reasonable way of going about doing things even if I might make a mistake and select a very high quality Japanese car (Hillary in this analogy) instead of a surprisingly better this year in spite of lack of experience American car (Obama). They are not are suckers who are fooled by Hillary’s Crown Royal shot (perhaps if it had been JD) or whether Obama’s "bitter" comment represents the totality of his views any more than I am a sucker who is fooled (or influenced at all) by television advertisements for cars.
I found out that a friend supported Clinton last night. I was stunned. I asked him why. He said he liked the 1990s, they were good times, he’d like them back. That was it. He had no real feelings about Obama, but he knew the Clinton name and associated it with good times. I pushed further. That was it. He’s a man who isn’t too interested in politics but knew enough to back the familiar. It may be that simple.
The Dish 