What do leaders have to live up to? Contrasting the effects of central tendency versus ideal-based leader prototypes in leader categorization processes

Abstract

Leader categorization theory proposes that subordinates perceive leaders against the backdrop of a cognitively represented leader prototype. The match between the two ultimately determines how favourably subordinates respond towards leaders. The respective research, however, yields some confusion as to what kind of prototype is exactly used in this process. Are leaders matched against a central tendency leader prototype, i.e. to an average image of leaders in general, or is it subordinates' goal-directed leader prototype, i.e. their image of an ideal leader, that leaders have to live up to? We reanalysed a field study (N = 266) and conducted a second one likewise with employees (N = 271) to contrast the relevance of both prototypes. The analyses reveal that only the match with the ideal leader prototype was predictive of subordinates’ responses towards their leaders. Previous central tendency leader categorization research thus might have pertained to the ideal aspects in the existing leader population.