This is a major factor, and explains the primary reason for indecision.
Most voters are looking for a hook to hang their hat on. They want a candidate who excites them, even inspires them. Unfortunately, such candidates are relatively rare, and most voters settle for the best available.
And before we get all crazy about the shallowness of "modern politics" this is nothing knew. Any cursory reading of medieval politics will reveal similar attitudes among the populace and among the decision makers in the nobility.
