In a democratic society, we are often called to vote. However, I don't believe there is a clear understanding of how one should vote.
Are voters supposed to vote according to what they believe to be the best policy for everybody? Does democracy intend that everyone express some normative opinion about how society ought to function, and that the dominant opinion triumphs?
Are voters supposed to vote according to what policy would be most beneficial to themselves? Does democracy intend that everyone express their personal interests, and that government builds a consensus or favors the dominant interests?
Are voters supposed to vote strategically, in an attempt to maximize the likelihood of their desired policies being enacted? Does democracy intend for us to vote for options that don't necessarily represent something we believe in, if we believe that such a vote would best guarantee the success of the policies least abhorrent to us?
The point of voting in a democracy is that one votes in accordance with whatever principles one likes, or none. It is perfectly valid to vote for the best looking candidate, the candidate who has an attractive spouse or partner, the candidate who won when a coin was tossed, and so on. It is perfectly plausible to use any of the principles you mention, but far simpler and subjective impressions are fine too.
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