Emotions sway voters more than policy preferences.
New research shows emotions influence voting more than policy preferences.
Why it matters
- Emotions play a bigger role in voting decisions than policy preferences.
- This could change how campaigns are run, focusing more on emotional appeals.
By the numbers
- Data from five U.S. presidential elections (2000-2016).
- Emotional preference increased voting likelihood by 9.2% per standard deviation.
- Policy agreement increased voting likelihood by only 3.1%.
The big picture
- Emotions are powerful drivers in voting behavior.
- Campaigns might focus more on emotional connections than policy arguments.
What they're saying
- Some commenters express concern about the implications for democracy.
- Others confirm that emotions are indeed a big factor in politics.
Caveats
- Study based on self-reported survey responses.
- Did not explore indirect effects of emotions on voting behavior.
What’s next
- Researchers plan to explore the role of emotions in other political behaviors and contexts beyond the U.S.