Brille, Blazer oder Bart? Das Aussehen als Determinante des Wahlerfolgs von Bundestags-Direktkandidaten

Abstract

We analyze effects of physical appearance on electoral results. Existing work has so far mostly focused on direct effects of perceived attraction and paid little attention to both competence and likability and to the potential conditioning of effects. Using an online survey, we capture which direct candidate in the German general election 2013 was regarded as more attractive, competent or likable compared to his closest rival and what drives the impression (e.g. glasses, beard). We find that perceived competence and attractiveness have substantial direct effects on election results. Likability has a separate effect only among female competitors, young candidates profit disproportionally from both attractiveness and competence while for non-incumbents perceived attractiveness plays a role.