The effects of perceived competence and sociability on electoral outcomes

Abstract

Previous research demonstrated that inferences of competence from the face are good predictors of electoral outcomes (Todorov et al., 2005). In the current work we examined the role of another key dimension in social perception, namely perceived sociability. Results showed that people considered both competence and sociability, as inferred from the face, as related to higher chances of winning the elections. A different pattern emerged in relation to the actual electoral outcomes. Indeed, perceived competence was related to higher chances of winning, whereas perceived sociability was negatively related to electoral success. It is thus shown that these two fundamental dimensions in social perception exert opposite effects on voting behaviors.