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Caltech-led researchers find negative cues from appearance alone matter for real elections
Date:10/29/2008

the politicians--for example, which of the two politicians in the pair looked more competent to hold congressional office, or which looked more likely to physically threaten the volunteer. In other experiments, volunteers were asked to cast their vote for one politician in the pair; once again, their decisions were based only on the politicians' appearances.

The results correlated with actual election outcomes. For example, politicians who were thought to look the most physically threatening in the experiment were more likely to have actually lost their elections in real life. The correlation held true even when volunteers saw the politicians' pictures for less than one tenth of a second.

Importantly, the pictures of politicians who lost elections, both in the lab and in the real world, were associated with greater activation in key brain areas known to be important for processing emotion. This was true when volunteers simply voted and also when they closely examined the politicians' pictures for character traits. The studies suggest that negative evaluations based only on a politician's appearance have some effect on real election outcomes--and, specifically, may influence which candidate will lose an election. This influence appears to be more uniform than the influence exerted by positive evaluations based on appearance.

This finding fits with prior studies in cognitive neuroscience as well as in political theory.

"The results from our two studies suggest that intangibles like a candidate's appearance may work preferentially, or more uniformly, via negative motives, and by means of brain processing contributing to such negative evaluations," says Michael Spezio, the lead author on the study.

"It's important to note that the brain region most closely associated with seeing pictures of election losers, known as the insula, is known to be important in processing both negative and positive emotional evaluations. Its i
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Contact: Lori Oliwenstein
lorio@caltech.edu
626-395-3631
California Institute of Technology
Source:Eurekalert

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