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How to make a politician more likeable and effective: framing political judgments through the numeric values of a rating scale

Haddock, Geoffrey and Carrick, Rachael 1999. How to make a politician more likeable and effective: framing political judgments through the numeric values of a rating scale. Social Cognition 17 (3) , pp. 298-311. 10.1521/soco.1999.17.3.298

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Abstract

Two studies examined whether the numeric values used on rating scales would influence judgments about British Prime Minister Tony Blair. Study 1, conducted on the day before the 1997 British general election, involved participants rating Blair on the attributes of caring, friendliness, honesty, and intelligence. For all participants, the verbal endpoints were not at all and extremely. However, the numeric values associated with these endpoints were either -5 and +5 or 0 and 10. The results supported the prediction: Trait ratings of Blair were more favorable in the -5 to +5 condition. Study 2, conducted less than one week after Blair's victory in the election, explored whether trait ratings (as elicited from a numeric values manipulation) would impact a subsequent judgment about Blair's predicted effectiveness as Prime Minister. The results supported the hypothesis: Participants used their earlier responses to derive their second judgment, such that Blair was expected to be more effective when he had previously been rated on a -5 to +5 scale. Implications of the findings on social judgments and political attitudes are discussed.

Item Type: Article
Status: Published
Schools: Psychology
Publisher: Guilford Press
ISSN: 0278-016X
Last Modified: 04 Jun 2017 04:14
URI: http://orca.cf.ac.uk/id/eprint/35116

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