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Evaluator factors affecting attribute inferences of and preferences for election candidates with no acquaintance

Korean Journal of Social and Personality Psychology / Korean Journal of Social and Personality Psychology, (P)1229-0653;
2019, v.33 no.2, pp.23-41
https://doi.org/10.21193/kjspp.2019.33.2.002

Abstract

The current study is designed to investigate the importance of factors influence voting decisions and candidate preferences. Previous research suggests that people can infer internal attributes from the candidate's face, and that the inferred attributes can also affect preferences for candidates. The current study attempts to investigate internal attributes affecting candidate preferences, when including evaluator factors such as right-wing authoritarianism. With this aim, 242 participants were asked to infer self-confidence, competence, and trustworthy by looking at the faces of candidates from the local election in 2018. The results showed that the self-confidence, competence, and trustworthiness inferred from the candidate’s face significantly explained the preference for voting. In addition, the right-wing authoritarianism of the participants appeared to make the differences in inference of self-confidence across candidates, which in turn resulted in differences in the voting preference for each candidate. However, the high preference for candidates reported in this study did not predict actual election results. The findings of this study provide basic information about impression evaluation among Koreans and voting behavior in case of lacking information.

keywords
인상평가, 투표 결정, 후보자 선호도, 선거, impression evaluation, voting decision, candidate preferences, election

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