More than one way to articulate a vision: A configurations approach to leader charismatic rhetoric and influence

Abstract

Charismatic rhetoric represents an important tool for leaders to articulate their respective visions. However, much of the research to date on this construct has yet to consider how the eight separate dimensions of charismatic rhetoric may be used in conjunction with one another to form distinctive profiles of charismatic leadership influence. Thus, the present investigation explored the interplay of the individual dimensions using content analysis of the 1960–2012 United States presidential debates. Cluster analysis revealed the emergence of four distinctive rhetorical strategies, one of which was more strongly related to the prediction of influence success as measured by presidential election outcomes. Results suggest that conceptualizing charismatic rhetoric as a multidimensional profile construct represents a valuable area for subsequent research on charismatic rhetoric, and several possible directions are suggested.