I think about the election in 2012 between Romney and Obama. Obama was caught up in the middle of the Benghazi Scandal as the election loomed ever nearer. Many thought Romney would be able to take advantage of this, which he did in the first presidential debate. However Romney was caught up in issues of his own. A statement he made about "binders full of women" and "driving miles with a dog on the roof of his car" damaged his image.
I would argue that we often overlook the actually policy issues of our candidates because the transaction costs to research them are hard. With the upcoming election, I think we should be careful about the opinions we form and how we form them.