Candidate Character Traits in the 2012 Presidential Election

Abstract

This article examines the effect of perceptions of the character traits of the presidential candidate on the vote in 2012. Barack Obama was perceived more favorably than Mitt Romney on empathy, integrity, and competence, and just as favorably on leadership. The more favorable perceptions of Obama were due to very unfavorable perceptions of Romney; perceptions of Obama were mixed and were less favorable than they were in 2008. Trait perceptions had a significant effect on the vote. Independents were most strongly affected, and they were particularly affected by perceptions of leadership and empathy. Democrats were influenced more by perceptions of empathy and competence, and Republicans were influenced more by leadership and integrity.