This experiment extends previous research by examining empirically the relationship of message delivery and content to perceptions of leader charisma. A 2 (delivery: weak and strong) × 2 (content: visionary and nonvisionary) design was used to examine how delivery and content affect perceptions of leader charisma. The results indicate that although both delivery and content play a role in the development of perceptions of charisma, the impact of delivery is stronger. The analyses also reveal that the attentive, relaxed, friendly, and dominant style variables are significant predictors of perceptions of leader charisma. The results of this experiment highlight the need to examine the role of communication in charismatic leadership.
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