From the facial appearance of candidates to the location of the polling
booth, psychologists are uncovering the numerous intriguing factors
at play when we decide how to vote. Other lines of research have
uncovered systematic differences in the personality traits of people
who subscribe to liberal values compared with those who subscribe
to more conservative values. Meanwhile, politicians are increasingly
recognizing that psychological findings can be harnessed to persuade
voters and inform political policy. Persuasion and influence are key to
politics, not only in relation to voting, but also when it comes to some
of the most pressing issues of the day, such as encouraging people to
behave in more environmentally friendly ways.
Voting intentions
Most people probably like to think that they vote in a considered fashion,
and in their country’s best interest – well, at least in their own best
interest. So you wouldn’t think the location of a polling station would
make much difference. However, that’s exactly what Jonah Berger at the
University of Pennsylvania found when he analysed votes cast in an elec-
tion in Arizona in 2000. People who voted in polling stations located in
schools were significantly more likely to have voted in favour of a tax
increase to fund schooling than were people who voted in churches and
other locations.
Other research has examined the effects of candidate personality
and appearance. Unsurprisingly perhaps, voters are more likely to
go for politicians who are attractive and who are perceived as having
a personality similar to their own. They are also influenced not so
much by how competent candidates are, but rather by how compe-
tent they look. John Antonakis and Olaf Dalgas at the University of