The role of face and voice cues in predicting the outcome of student representative elections

Mila Mileva; James Andrew Tompkinson; Dominic Watt; Anthony Michael Burton

doi:10.1177/0146167219867965

The role of face and voice cues in predicting the outcome of student representative elections

Mila Mileva, James Andrew Tompkinson, Dominic Watt, Anthony Michael Burton

Research output: Contribution to journal › Article › peer-review

Abstract

First impressions formed after seeing someone’s face or hearing their voice can affect many social decisions, including voting in political elections. Despite the many studies investigating the independent contribution of face and voice cues to electoral success, their integration is still not well understood. Here, we examine a novel electoral context, student representative ballots, allowing us to test the generalisability of previous studies. We also examine the independent contributions of visual, auditory and audiovisual information to social judgements of the candidates, and their relationship to election outcomes. Results showed that perceived trustworthiness was the only trait significantly related to election success. These findings contrast with previous reports on the importance of perceived competence using audio or visual cues only in the context of national political elections. The present study highlights the role of real-world context and emphasises the importance of using ecologically valid stimulus presentation in understanding real-life social judgement.

Original language	English
Pages (from-to)	617-625
Journal	Personality and Social Psychology Bulletin
Volume	46
Issue number	4
Early online date	13 Aug 2019
DOIs	https://doi.org/10.1177/0146167219867965
Publication status	Published - 1 Apr 2020

Bibliographical note

Keywords

first impressions
audiovisual integration
faces
voices
elections

Access to Document

10.1177/0146167219867965

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Cite this

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abstract = "First impressions formed after seeing someone{\textquoteright}s face or hearing their voice can affect many social decisions, including voting in political elections. Despite the many studies investigating the independent contribution of face and voice cues to electoral success, their integration is still not well understood. Here, we examine a novel electoral context, student representative ballots, allowing us to test the generalisability of previous studies. We also examine the independent contributions of visual, auditory and audiovisual information to social judgements of the candidates, and their relationship to election outcomes. Results showed that perceived trustworthiness was the only trait significantly related to election success. These findings contrast with previous reports on the importance of perceived competence using audio or visual cues only in the context of national political elections. The present study highlights the role of real-world context and emphasises the importance of using ecologically valid stimulus presentation in understanding real-life social judgement.",

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