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The effects of source valence, including its components source credibility, attraction, and homophily, on voter preference were examined in this study. A systematic sample with a random start of 350 registered Democratic voters in Tallahassee, Florida, was used to test the effects of eight dimensions of source valence on voter preference. The differential valence of the two candidates was the best predictor of voter preference. The eight-variable model accounted for 61% of the variance in voter preference, while attitude homophily alone accounted for 58% of that variance.