Competence Judgments Based on Facial Appearance Are Better Predictors of American Elections Than of Korean Elections

Abstract

Competence judgments based on facial appearance predict election results in Western countries, which indicates that these inferences contribute to decisions with social and political consequence. Because trait inferences are less pronounced in Asian cultures, such competence judgments should predict Asian election results less accurately than they do Western elections. In the study reported here, we compared Koreans’ and Americans’ competence judgments from face-to-trait inferences for candidates in U.S. Senate and state gubernatorial elections and Korean Assembly elections. Perceived competence was a far better predictor of the outcomes of real elections held in the United States than of elections held in Korea. When deciding which of two candidates to vote for in hypothetical elections, however, Koreans and Americans both voted on the basis of perceived competence inferred from facial appearance. Combining actual and hypothetical election results, we conclude that for Koreans, competence judgments from face-to-trait inferences are critical in voting only when other information is unavailable. However, in the United States, such competence judgments are substantially important, even in the presence of other information.