Students' Perceptions of Presidential Candidates George Bush and Michael Dukakis

Abstract

The present investigation was conducted to assess the public personalities of two presidential candidates—George Bush and Michael Dukakis. Subjects were 693 students in introductory psychology and marketing courses at Southeastern Massachusetts University, the Community College of Rhode Island, and Bryant College in Rhode Island. Perceptions were obtained through administration of the Activity Vector Analysis (AVA), a checklist of 87 behaviorally descriptive adjectives used primarily in self-concept analysis in business and industry. Two identical clusters were observed in subjects' perceptions of Bush and Dukakis (AVA Pattern Shape 6419). Candidates were viewed unfavorably with respect to a factor that measures foresight and planning ability. Neither Bush nor Dukakis was viewed to possess the latent ability to manifest a very high level of moral responsibility towards others. Leadership qualities were likewise not suggested.