Leadership Perceptions in Relation to a Presidential Vote1

Abstract

In the 1988 American presidential election, leadership perceptions and perceived platforms were used to predict votes for one of the two final candidates (Governor Michael Dukakis and Vice President George Bush). Both leadership perceptions and perceived platforms were found to be related to voting. However, political involvement moderated the relationship between the perceived platforms and the votes, while leadership perceptions were found to be a consistent predictor of voting across levels of political involvement. Leadership perceptions, perceived platforms, and the interaction between involvement and perceived platforms predicted voting above and beyond the voters’ political affiliations. Consistent with a categorization model of leadership perceptions, the prototypicality of perceived leader traits was found to be strongly related to a tendency to vote for a candidate who was perceived to possess those traits. In comparing general favorability of characteristics versus prototypicality with respect to an effective political leadership category, general favorability played a larger role in uninvolved voters’ decisions than in involved voters’ decisions. Differences in mean leadership prototype ratings were also explored as a function of political affiliation and political involvement. The implications of these findings for campaign strategies and for leadership in organizational contexts are discussed.