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Voters and leaders in the mirror of politics: Similarity in personality and voting choice in Italy and Spain

2011; Wiley; Volume: 46; Issue: 4 Linguagem: Inglês

10.1080/00207594.2010.551124

1464-066X

Michele Vecchione, José Luis González Castro, Gian Vittorio Caprara,

Media Influence and Politics

Relations between voting choice and similarity in traits between voters and political candidates are examined in two studies. The first study was conducted in Spain, where the personalities of Mariano Rajoy and José Luis Rodríguez Zapatero were assessed. The second study was conducted in Italy, where the politicians assessed were Walter Veltroni and Silvio Berlusconi. Results show in both cases a similarity between voters’ self‐reported personality and their appraisals of the leaders of the party for which they voted. Similarity is generally higher with respect to traits that are the most distinctive for each platform and its leader. The findings show a higher similarity between voters and their leaders on the markers of agreeableness, such as “loyal” and “sincere.” Findings hold across countries and political figures, demonstrating the role that personal characteristics of both voters and candidates play in orienting political preference.