http://pewresearch.org/databank/dailynumber?NumberID=412

This story – people polled say Oprah supporting Obama will influence other people, but not influence themselves – reminds me of a chapter in (I think) Made To Stick, where the authors discussed how people often think one thing of themselves and another of others. As though this one individual is above influence, but others are less savvy.

The reality will be that practically everyone will think the same way, however if people identify with Oprah on a very personal level and think she is “someone like them”, then that can be a factor as people often take decisions based on what someone like their idealised self image would do rather than over think and make a decision based on actual self interest or political views.