Populist words speak louder? Ideology-inconsistent personalization and voting for populist candidates

Müller, Philipp ; Denner, Nora

DOI: https://doi.org/10.1093/ijpor/edaa042
URL: https://academic.oup.com/ijpor/advance-article/doi...
Additional URL: https://www.x-mol.com/paper/1409563376126578688?re...
Document Type: Article
Year of publication Online: 2021
The title of a journal, publication series: International Journal of Public Opinion Research
Page range: 1-19
Place of publication: Oxford
Publishing house: Oxford Univ. Press
ISSN: 0954-2892 , 1471-6909
Publication language: English
Institution: School of Humanities > Institut für Medien- u. Kommunikationswissenschaft
Subject: 320 Political science
Abstract: The private background of populist politicians oftentimes seemingly contradicts the populist ideology—which can be taken up in political communication. Using two experiments (nStudy 1 = 734; nStudy 2 = 568), we investigate the effects of such ideology-inconsistent personalization on the evaluation of and voting for a populist candidate. We manipulate the politician's localness and social class (Study 1) and traditionalism in family life (Study 2). Results reveal a number of effects on candidate evaluation which translated into voting intentions. An upper-class background of the populist politician yielded negative effects, but less so among populist voters. However, references to a cosmopolitan biography decreased perceived trustworthiness among all participants. Surprisingly, a nontraditional (i.e., homosexual) relationship was beneficial for a (female) populist.

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