This chapter demonstrates the impact which identity can have on one’s ultimate vote choice. In the case of Black voters in the United States, their Black identity has a large influence on their ultimate vote choice and has historically been a driver of Black support for the Democratic Party. This is because the Democrat’s place as the party of Black voters over the last 80 years has cemented voting for the Democrats as a socialised part of Black identity. Such a phenomenon can drive Black support for the Democrats regardless of ideology due to the social factors which come with being a part of a given identity group. This is because people will want to engage in behaviour which continues their membership within identity groups which are important to them.