The Impact of Candidate Appearance and Advertising Strategies on Election Results
结合实验室研究和实际选举数据分析，发现候选人外貌推断的人格特质与政党品牌形象相互作用，影响广告支出和负面广告的效果，进而影响选举结果。
Spending on political advertising has grown dramatically in recent years, and political campaigns have increasingly adopted the language and techniques of marketing. As such political marketing efforts proliferate, the factors that drive electoral success warrant greater attention and investigation. The authors employ a combination of laboratory studies and analysis of actual election results to reveal influences of candidate appearance and spending strategies in campaigns. They analyze how personality trait inferences based on candidate appearance interact with political party brand image, advertising spending, and negative advertising. The results indicate that appearance-based inferences about candidates influence election outcomes, but their impact is driven partially by trait associations at the party brand level. This interaction between appearance and party alters the effects of advertising spending, particularly the effects of negative advertising. The findings have implications for the marketing of political candidates in terms of their party's brand image.