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Article
A Neural Basis for the Effect of Candidate Appearance on Election Outcomes
Social Cognitive and Affective Neuroscience, (2010)
  • Kyle Mattes
  • M. Spezio
  • A. Rangel
Abstract
Election outcomes correlate with judgments based on a candidate's visual appearance, suggesting that the attributions viewers make based on appearance, so-called thin-slice judgments, influence voting. Yet, it is not known whether the effect of appearance on voting is more strongly influenced by positive or negative attributions, nor which neural mechanisms subserve this effect. We conducted two independent brain imaging studies to address this question. In Study 1, images of losing candidates elicited greater activation in the insula and ventral anterior cingulate than images of winning candidates. Winning candidates elicited no differential activation at all. This suggests that negative attributions from appearance exert greater influence on voting than do positive. We further tested this hypothesis in Study 2 by asking a separate group of participants to judge which unfamiliar candidate in a pair looked more attractive, competent, deceitful and threatening. When negative attribution processing was enhanced (specifically, under judgment of threat), images of losing candidates again elicited greater activation in the insula and ventral anterior cingulate. Together, these findings support the view that negative attributions play a critical role in mediating the effects of appearance on voter decisions, an effect that may be of special importance when other information is absent.
Disciplines
Publication Date
2010
Publisher Statement
•Pre-print can only be posted prior to acceptance •Pre-print must be accompanied by set statement (see link) •Pre-print must not be replaced with post-print, instead a link to published version with amended set statement should be made •Post-print in Institutional or Central Repositories •Publisher version cannot be used unless Oxford Open fee paid •Published source must be acknowledged •Must link to publisher version •Set phrase to accompany archived copy (see policy) •Eligible authors may deposit in OpenDepot •Publisher will deposit on behalf of NIH funded authors to PubMed Central
Citation Information
Kyle Mattes, M. Spezio and A. Rangel. "A Neural Basis for the Effect of Candidate Appearance on Election Outcomes" Social Cognitive and Affective Neuroscience, Vol. 3 Iss. 4 (2010)
Available at: http://works.bepress.com/kyle_mattes/11/