In a presidential election campaign, any dimension of an image is important if it motivates the voters to favor or disfavor a candidate. Therefore, to study what motivates electoral behavior is one way to study the persuasion of image building in presidential campaigns. In this paper some of the research in presidential election campaigns is described, and some of the current thinking about electoral behavior is synthesized. The two aspects of presidential campaigns most closely analyzed are the effect of partisan loyalty and the influence of television on the behavior patterns of voters. Some of the questions raised and some of the areas for further research are described in the paper's conclusion. (RB)