Candidate Character Traits in the 2012 Presidential Election

Book excerpt: This study examines the role that voter perceptions of candidate character traits played in the 2012 presidential election. We find that Romney suffered a big disadvantage on character traits, a much larger disadvantage than any presidential candidate had since 1980. Romney was perceived as lacking in empathy and integrity, and he only came out even with Obama on leadership, a trait dimension on which Republicans usually do better. We further find that trait perceptions had a significant effect on the vote, even after party identification and other relevant political attitudes are taken into account, and that independents were particularly affected by their perceptions of the character of the two candidates. Candidate character trait perceptions were heavily influenced by party identification and evaluations of Obama's performance as president, but they also are influenced by the candidates and the campaign. Romney's failure to create a more positive image was very costly to him, and it helps to explain why Obama was able to win in spite of mediocre public approval of his performance as president.