The influence of political candidates’ facial appearance on older and younger adults’ voting choices and actual electoral success

Abstract

Younger adults (YA) judgments of political candidates’ competence from facial appearance accurately predict electoral success. Whether this is true for older adults (OA) has not been investigated despite the fact that OA are more likely to vote than YA and may respond differently to particular facial qualities. We examined whether OA and YA ratings of competence, trustworthiness, attractiveness, and babyfaceness of opposing candidates in US Senate elections independently predicted their own vote choices and actual election outcomes. OA and YA ratings of attractiveness, competence, and trustworthiness positively predicted their choices, but the effect of competence was weaker for OA. Babyfaceness negatively predicted OA, but not YA, choices. OA and YA competence ratings equally predicted the actual election winners, while OA, but not YA, attractiveness ratings did so. Trustworthy and babyface ratings did not predict actual winners. These findings have implications for understanding age differences in candidate preferences and the prediction of election outcomes.

Keywords

• facial appearance
• competence
• trustworthiness
• voting behavior
• babyfaceness
• attractiveness