The personality is political (especially for populists)

Abstract

Are elections becoming personality contests? A growing literature is concerned about the increasing personalization of politics and its democratic consequences. This paper argues that part of the phenomenon is due to voters using politicians’ personalities to infer their party and valence and that voters of populist parties are especially able in this inferential task. Using a varying conjoint experiment in Spain, the author certainly finds evidence that the importance of personality decreases when voters learn both about candidates’ party and valence and that this mediating effect is especially relevant for Vox and UP voters. These results dispel concerns about the irrationality of today's politics by showing that the independent effect of personality is minimal and suggesting that populist voters efficiently use the personality of politicians to infer classical vote determinants.