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Asymmetry in leader image effects and the implications for leadership positioning in the 2010 British general election

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Asymmetry in leader image effects and the implications for leadership positioning in the 2010 British general election. / Mortimore, Roger; Baines, Paul; Crawford, Ian; Worcester, Robert; Zelin, Andrew.

In: INTERNATIONAL JOURNAL OF MARKET RESEARCH, Vol. 56, No. 2, 2014, p. 185-205.

Research output: Contribution to journalArticle

Harvard

Mortimore, R, Baines, P, Crawford, I, Worcester, R & Zelin, A 2014, '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, pp. 185-205. https://doi.org/10.2501/IJMR-2013-000

APA

Mortimore, R., Baines, P., Crawford, I., Worcester, R., & Zelin, A. (2014). Asymmetry in leader image effects and the implications for leadership positioning in the 2010 British general election. INTERNATIONAL JOURNAL OF MARKET RESEARCH, 56(2), 185-205. https://doi.org/10.2501/IJMR-2013-000

Vancouver

Mortimore 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. 2014;56(2):185-205. https://doi.org/10.2501/IJMR-2013-000

Author

Mortimore, Roger ; Baines, Paul ; Crawford, Ian ; Worcester, Robert ; Zelin, Andrew. / Asymmetry in leader image effects and the implications for leadership positioning in the 2010 British general election. In: INTERNATIONAL JOURNAL OF MARKET RESEARCH. 2014 ; Vol. 56, No. 2. pp. 185-205.

Bibtex Download

@article{b656c7ec2c7f43f2af4c745bab612c5e,
title = "Asymmetry in leader image effects and the implications for leadership positioning in the 2010 British general election",
abstract = "Using national survey data on voters{\textquoteright} 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{\textquoteright}s image attribute perceptions measured against the public{\textquoteright}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. ",
author = "Roger Mortimore and Paul Baines and Ian Crawford and Robert Worcester and Andrew Zelin",
year = "2014",
doi = "10.2501/IJMR-2013-000",
language = "English",
volume = "56",
pages = "185--205",
journal = "INTERNATIONAL JOURNAL OF MARKET RESEARCH",
issn = "1470-7853",
publisher = "Market Research Society",
number = "2",

}

RIS (suitable for import to EndNote) Download

TY - JOUR

T1 - Asymmetry in leader image effects and the implications for leadership positioning in the 2010 British general election

AU - Mortimore, Roger

AU - Baines, Paul

AU - Crawford, Ian

AU - Worcester, Robert

AU - Zelin, Andrew

PY - 2014

Y1 - 2014

N2 - Using 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.

AB - Using 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.

U2 - 10.2501/IJMR-2013-000

DO - 10.2501/IJMR-2013-000

M3 - Article

VL - 56

SP - 185

EP - 205

JO - INTERNATIONAL JOURNAL OF MARKET RESEARCH

JF - INTERNATIONAL JOURNAL OF MARKET RESEARCH

SN - 1470-7853

IS - 2

ER -

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