This general preference for the Republicans over the Democrats has also translated into a preference for Mr McCain (for all his faults) over Mr Obama (for all his religion-friendly rhetoric).

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The argument that some matters, such as abortion, are of such moral urgency that they supersede a general preference for devolution sounds reasonable, until you try to decide which subjects are suitably urgent.

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Granted, Brooks does note a general preference for high-status mates, a keen sensitivity to evidence of our standing in the various social hierarchies we inhabit, and he does cite some empirical evidence to the effect that successful people tend to be self-deceived about their place in the social pecking order.

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Just as consumers have legitimate reasons for buying multiple brands in the same category, when we are beginning our careers (or have other reasons why being number one is out of the question), we can brand ourselves in a way that our offer is unique enough to keep us in demand despite a general preference for something else.

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He was then promoted in 1994 to minister for local transport and road safety but stood down at the 1997 general election in preference of earning some "serious money" and became director general of the Road Haulage Association.

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Unless powerful federal intervention forces Americans to buy General Motors products like the Volt, consumer preference is likely to be strongest for smart, fuel efficient brands built largely in towns from southern Ohio down to Texas.

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This preference for the coast was found both in the general population and among walkers.

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