Quick glance at a Candidate is enough

October 23, 2007

Just one look, that’s all it took …
clipped from www.physorg.com

A split-second glance at two candidates’ faces is often enough to determine which one will win an election, according to a Princeton University study.

Princeton psychologist Alexander Todorov has demonstrated that quick facial judgments can accurately predict real-world election returns. Todorov has taken some of his previous research that showed that people unconsciously judge the competence of an unfamiliar face within a tenth of a second, and he has moved it to the political arena. His lab tests show that a rapid appraisal of the relative competence of two candidates’ faces was sufficient to predict the winner in about 70 percent of the races for U.S. senator and state governor in the 2006 elections.

“We never told our test subjects they were looking at candidates for political office — we only asked them to make a gut reaction response as to which unfamiliar face appeared more competent,” said Todorov
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