Asymmetry in Leader Image Effects and the Implications for Leadership Positioning in the 2010 British General Election

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dc.contributor.authorMortimore, Roger
dc.contributor.authorBaines, Paul R.
dc.contributor.authorCrawford, Ian
dc.contributor.authorWorcester, R.
dc.contributor.authorZelin, Andrew
dc.date.accessioned2017-01-03T12:26:16Z
dc.date.available2017-01-03T12:26:16Z
dc.date.issued2013-11-11
dc.description.abstractUsing national survey data on voters' perceptions of party leaders during the 2010 British general election campaign, we use logistic regression analysis to explore the association between specific image attributes and overall satisfaction for each leader. We find attribute-satisfaction relationships differ in some respects between the three main party leaders, demonstrating that leader image effects are not symmetrical across leaders. We find evidence that negative perceptions have more powerful effects on satisfaction than positive ones, implying that parties should seek to determine a leader's image attribute perceptions measured against the public's expectations of them on the same dimensions. The positions that campaigners ought then to choose are those that will have the most beneficial effect in encouraging voting behaviour for each particular leader or discouraging voting behaviour for an opponent.en_UK
dc.identifier.citationMortimore R, Baines P, Crawford I, Worcester R, Zelin A, Asymmetry in leader image effects and the implications for leadership positioning in the 2010 British General Election, International Journal of Market Research, Vol. 56, No. 2, 2014, pp. 185-205en_UK
dc.identifier.issn0025-3618
dc.identifier.urihttp://dx.doi.org/10.2501/IJMR-2013-061
dc.identifier.urihttp://dspace.lib.cranfield.ac.uk/handle/1826/11199
dc.language.isoenen_UK
dc.publisherWarcen_UK
dc.rightsPublished by Warc. This is the Author Accepted Manuscript. This article may be used for personal use only. The final published version (version of record) is available online at http://dx.doi.org/10.2501/IJMR-2013-061. Please refer to any applicable publisher terms of use.
dc.titleAsymmetry in Leader Image Effects and the Implications for Leadership Positioning in the 2010 British General Electionen_UK
dc.typeArticleen_UK

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