(ScienceDaily) Voters’ choices are heavily influenced by superficial, nonverbal cues, such as politicians’ appearance, according to Christopher Olivola from University College London in the UK and Alexander Todorov from Princeton University in the US. According to their findings, voters make judgments about politicians’ competence based on their facial appearance and these appearance-based competence judgments reliably predict both voting decisions and election outcomes.
The research is published in the June 2010 issue of the Journal of Nonverbal Behavior, a Springer publication.
The researchers also discuss the potential impact of these judgments on actual voters and show that appearance is most likely to influence less knowledgeable voters who watch a lot of television,
Read the rest On the face of it, voting’s superficial.
