Looking Good For Election Day: Does Attractiveness Predict Electoral Success in Britain?

Abstract

This article

Explores the relationship between perceptions of candidate attractiveness and election outcomes in Britain.

Uses a computer-based survey to evaluate subjects’ first impressions of real British candidates from the 2010 general election.

Looks at the perception that Conservative candidates and candidates who are relatively young are more attractive.

Concludes that attractive candidates were more moderately more successful, even when we control for other important determinants of electoral success.

What do British voters look for in their candidates? We know they favour candidates who have experience serving their constituents and those with local ties. As a result, parties often emphasise these characteristics in their campaign materials. However, these materials also provide voters with the candidates’ images. Using a survey where respondents are asked to evaluate real British candidates using only rapidly determined first impressions of facial images, we demonstrate that candidates who were deemed attractive enjoyed greater electoral success in the 2010 general election. Specifically, we find that candidates who are widely perceived to be more attractive had a higher vote share, even when we take into account the candidates’ age, party, incumbency and campaign spending.