Personalizing Politics: A Congruency Model of Political Preference.

Abstract

Modern politics become personalized as individual characteristics of voters and candidates assume greater importance in political discourse. Although personalities of candidates capture center stage and become the focus of voters' preferences, individual characteristics of voters, such as their traits and values, become decisive for political choice. The authors' findings reveal that people vote for candidates whose personality traits are in accordance with the ideology of their preferred political party. They also select politicians whose traits match their own traits. Moreover, voters' traits match their own values. The authors outline a congruency model of political preference that highlights the interacting congruencies among voters' self-reported traits and values, voters' perceptions of leaders' personalities, politicians' self-reported traits, and programs of favored political coalitions.