Source valence in assessing candidate image in a local election

Abstract

Many have speculated and researched the effects of candidate image on voting preference, hut the concept remains elusive. This study investigated source valence as a multidimensional concept composed of the communication variables of credibility, homophily, and attraction as an operationalization of candidate image and predictor of voting behavior. Not all dimensions of source credibility were predictive of voters’ choice of a candidate in a local election, but competence and attitude homophily were found to affect voters’ selection of a candidate. It is suggested that the findings indicate a need to reassess the role of political campaigns in voters’ decision making.