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I don't see the concept of likability as applied to politicians (i.e., people the speakers don't know at all) as being meaningful with regard to election analysis. I think the main use of the concept is allowing people (including or especially people in the media) a kind of entry point to opine on complex issues that they have no knowledge of. Plus, it gives people to push off their personal hangups as objective analysis.
The baseball writer Bill James introduced the concept of a "bullshit dump," that this reminds me of:
Sure. And I agree that in this case there's no amount of quantification or clear logic that will satisfactory explain the loss to everyone. What's confusing to me is your pushback here. You're usually the guy claiming people aren't sufficiently interested in policy. So they must be going off something else, right? Some will vote D and some R. Then there's the independents and people are going to have make a choice based on something. Maybe it's one particular policy. Maybe it's something they just don't like about the candidate.
Likability isn't some bullshit concept just because there's no formula for it. As a fight fan this shouldn't be controversial for you. Some fighters a fan will like. Some they won't. Reasons vary. And like many things involving the concept of appeal, there's not always reasoning involved. I can't rationalize why Hendo is my favorite. Can't rationalize why I always cheered against Fedor (up until he lost). If someone says they voted Trump just because they really dislike Hilary who am I to say otherwise?