This chapter discusses the role and impact of personality on the vote. It reopens the question of what a notion of ‘personality’ entails, focusing on eight discrete personality traits: sensitivity, anxiety, alienation, freedom aspiration, extraversion, risk aversion, care, and confrontation. The chapter assess whether personality derivatives such as favourite colours and animal resemblances also help to explain differences in electoral behaviour. It then introduces a twist to the question of morality. While different people may be more, or less, vocal about their sense of morals, the most relevant variation in electoral politics pertains rather to moral hierarchization: different citizens prioritizing differently some moral principles over others. The chapter also reintroduces the notion of egocentrism and sociotropism in the vote. It identifies four dimensions of sociotropism: economic, social, safety, and misery.