Does Character Matter in Election 2016?

Does character matter when it comes to the 2016 presidential election?  Many campaign operatives and pundits say that elections are no longer about persuasion to any meaningful extent. Instead, they argue, campaigns are purely a turnout game and campaigns should focus exclusively on turning out their base.

But recent research shows this argument might not be valid. Political scientist Danny Hayes, a friend dating back to my days in academia, studies political traits — the qualities and characteristics people assume you possess because you are a conservative or a liberal.

He finds that if you are a liberal, people overwhelmingly assume you are empathetic and compassionate. For conservatives, the traits people assume are good morals and strong leadership.

Hayes’ research also suggests a moral double standard among the public. In other words, people are especially hard on politicians who betray the traits they’ve already ascribed to them. For instance, people would probably be more outraged if a liberal politician were a jerk to his interns than if a conservative politician did the same thing. And they get madder at conservatives than liberals when they are sexually immoral.

At the same time, voters seem to go out of their way to reward candidates who attempt trait-trespassing. Hayes found that candidates win roughly 60 percent of the vote when they take on traits not usually associated with their party. So for Democrats, the prototypical untapped trait is strength; for Republicans, it’s empathy — a reverse of the standard assumptions about the parties.

Knowing about this huge windfall in voter rewards would have been good for both candidates if they could project authentic character traits not typically ascribed to them. Instead, they missed a golden opportunity. Trump could have started to close the gap by embracing empathy and  compassion for the vulnerable. Clinton could have tried to shut the door on Trump by focusing on projecting strength, upright moral leadership, and a modicum of traditional values.

If you’re interested in a more detailed account of this research – including the specifics about what candidates stand to gain from being unconventional, take a look at this column on breaking out of the party box.