The role of emotional intelligence in political candidate image

Abstract

This study sought to apply the interpersonal construct of emotional intelligence to political candidate image, and specifically to test the influence of a candidate's perceived emotional intelligence on overall image scores, vote choice, candidate competence, and the voter's emotional intelligence. A pretest and post-test design was used to study participant reactions to the paid political advertising of two male candidates running against each other for an open congressional seat.

Participant perceptions of candidate emotional intelligence did prove to be significant in their correlation with overall image scores, prediction of vote choice, and relationship to perceptions of candidate competence. Several factors relating to voters' perceptions of their own emotional intelligence also correlated with their overall perception of a candidate's emotional intelligence. These findings suggest that emotional intelligence is a concept that can be used to assess voter perception and vote choice, and even voters' perceptions of themselves. Several implications for candidates, campaigns, and voter identification emerge from the findings.