As Arizona’s candidates tout their endorsements ahead of next month’s primary, Phoenix-based Behavior Research Center Director Earl DeBerge says these “seals of approval” are more important to voters than many might think.

“When candidates are talking about why the other guy is a jerk and not talking about why they should be voted for, the voters are going to look more to endorsements because endorsements usually carry with them an explanation as to why that candidate is superior to others,” DeBerge said.

DeBerge says not all endorsements are created equal, noting that the integrity and political star-power of the endorser makes a big difference, and newspaper nods also carry a lot of weight with voters as they cast their ballots.

Early voting is underway in Arizona’s primary and Election Day is Aug. 26.