Likability is a big problem for Republican presidential candidate Mitt Romney, experts say.
That's in part because voters are guided by their emotions more than they think, according to Jana Sue Memel, a communications consultant and Oscar-winning producer.
And if voters don't like Romney, it's going to be hard to trust him with their vote, said Memel, who runs the website The Hollywood Way.
"Once you make up a feeling in your gut, your mind then works to justify your gut," Memel said. "Most decisions are initially made on an emotional basis, and then our brain will kick in to pick the facts that will back up our emotional decision."