In this book, the electoral behavior of Mexican citizens is being studied in detail from 1988 to today. The author turns to surveys as investigation tools and through their interpretation he understands the voters rationality and emotions in their behavior, opinions, beliefs and aspects that influence their decision when voting. This way, he studies the change in Mexican electorate over the years, where factors such as school level, ideologization, media, Internet and social networks have transformed the way of doing politics in our country.