The Impact of Candidate Appearance and Advertising Strategies on Election Results

Abstract

Spending on political advertising has grown dramatically in recent years, and political campaigns have increasingly adopted the language and techniques of marketing. As such political marketing efforts proliferate, the factors that drive electoral success warrant greater attention and investigation. The authors employ a combination of laboratory studies and analysis of actual election results to reveal influences of candidate appearance and spending strategies in campaigns. They analyze how personality trait inferences based on candidate appearance interact with political party brand image, advertising spending, and negative advertising. The results indicate that appearance-based inferences about candidates influence election outcomes, but their impact is driven partially by trait associations at the party brand level. This interaction between appearance and party alters the effects of advertising spending, particularly the effects of negative advertising. The findings have implications for the marketing of political candidates in terms of their party's brand image.