engleski

National level ideology moderates preference for political candidate’s vocal pitch among presidential, but not parliamentary, elections

Individual differences in political ideology are related to voters’ preference for political candidates, and are rooted in the way people perceive their social environment. Conservatives view the world as more dangerous and competitive place compared to liberals, and tend to choose more dominant leader. Research show that voice pitch serves as a cue for dominance: deeper voices are perceived as more dominant. Therefore it is hypothesized that conservative voters would prefer political candidates with lowerpitched voices. In this study we test if ideology moderates relation between politician’s voice pitch and election outcome using highly ecologically valid design. We have used data on national level ideology collected during World Value Survey, and extracted voice pitch of political candidates of 69 elections held across the world. . Regression analysis revealed a strong preference for presidential candidates with lower-pitched voices in more conservative countries, while similar pattern was not observed for parliamentary elections.

ideology, political psychology, voice pitch, voting

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