Palin’s vote-winning looks
The Republican ticket could receive a welcome boost from Sarah Palin’s good looks on November 4th, research suggests.
A Northwestern University study looking at voters’ perceptions based on facial features reveals both men and women prefer good looks when assessing female candidates above all else.
While gender bias related to a female candidate’s attractiveness was consistent across both male and female voters, good looks was almost all that mattered in predicting men’s votes for female candidates.
And, true to prevailing stereotypes, competence was almost all that mattered in predicting men’s votes for male candidates.
“Campaign managers seem to be ahead of the game in understanding that image really matters,” assistant professor of psychology Joan Chiao said.
“They know that, contrary to popular notions, people are not necessarily using deliberate and rational strategies in deciding whom to vote for, especially when it comes to women.”
It’s just what the doctor ordered for despairing Republicans. Alaska governor Ms Palin, a former beauty queen, has been widely seen as benefiting the Republican ticket.
The researchers hope to see the importance of such factors diminish in the future as women become increasingly visible in the upper tiers of government.
They say such familiarity will teach voters to reduce their reliance on gender stereotypes – or “cognitive shortcuts” as they call them – when assessing female political candidates.
