More on why people like their candidates

Following up on my post about Noam Scheiber's article, here's an example of how name recognition--rather than either seniority or an appeal to the meritocracy--is the main driver of a candidate's popularity. Mitt Romney is neither the most experienced (McCain) nor the man perceived to be the most effective (Giuliani), but he's making gains by getting his name out there.

When former Massachusetts governor Mitt Romney began airing television ads in a handful of states last winter, his opponents paid little notice. Early advertising in presidential campaigns -- particularly commercials broadcast almost 11 months before the first contests -- seemed a classic waste of resources.

Four months and more than $4 million later, Romney's ads are still running, and the GOP presidential candidate is reaping the dividends. Although he remains well behind former New York mayor Rudolph W. Giuliani and Sen. John McCain of Arizona in most national polls, his standing in the states that will kick off the nominating process has risen dramatically.