Big expectations, small outcomes: The impact of leaders' personal appeal in the 2004 Greek election

The 2004 Greek election provides an interesting case study for examining the impact of party leaders on the vote. A change in governing party leadership a few months before polling day had two important implications. First, it generated a highly favourable context for the emergence of decisive leadership effects. Second, it made it feasible to grasp empirically how voters form their evaluations of new leaders. Regarding the first question, the findings indicate that even in the most favourable environment the impact of leadership evaluations on the overall electoral outcome is only slight. Regarding the second, it seems that the change of leader at the start of an election campaign can be a mixed blessing. Whereas it can help a party to divert media and public focus from other less favourable issues, the party pays a corresponding price when its new leader has to learn the job in the full glare of an election campaign.