Beauty Contest Revisited: The Effects of Perceived Attractiveness, Competence, and Likability on the Electoral Success of German MPs

Abstract

We test the effects of physical appearance on electoral outcomes for the 2013 German national elections. We find that a candidate's perceived attractiveness and, to a lesser extent, competence vis‐á‐vis his or her closest contestant increases the chances of winning a direct mandate, while likability plays a minor role. Additionally, we find the appearance effects to be conditioned by gender, age, and incumbency status. Our study advances existing research in four ways. First, we capture relative differences in appearances, which resembles real‐world situations more closely than absolute measures. Second, we proceed beyond a one‐dimensional assessment of appearance by simultaneously analyzing attractiveness, competence, and likability, including interactions. Third, the central role of parties in the German mixed electoral system makes an especially tough test for appearance‐based effects. Fourth, we use rater response latency to weight our measurement with an assessment of ambivalence.