Reassessing the structure of presidential character

Abstract

Perceptions of politicians' character traits have played a central role in models of candidate evaluation, yet existing work lacks a clear theoretical framework for the structure of trait perceptions. In this paper, I argue that, while competence looms large in the mind of voters, the public cares deeply about moral character (e.g., compassion). Just as people vary in their beliefs about right and wrong, however, they also vary in their views on the traits that make a good person. Across two studies, I show evidence of five dimensions of moral character that are linked to the public's moral foundations. Next, I show that moral character helps explain candidate favorability and perceptions of issue competence. Yet, unlike non-moral traits, the effects of moral character are politically divisive. Overall, my findings lend new insight into the structure of trait perceptions and how they are used by the public.