Personality and political preferences: The 2016 U.S. Presidential Election

This study examined whether personality variables would account for political preferences during the 2016 U.S. Presidential Election using a demographically diverse sample of participants (N = 897). Study A revealed participants' ratings of their own personality and emotions were weakly associated with political preferences, but their ratings of candidates' personality showed robust associations, and were far more predictive of voting intention than all of the demographic variables, political affiliation, and racial attitudes combined. In Study B, linguistic analysis of narratives revealed words reflective of liberal values were correlated with positive evaluations of Clinton's personality, whereas words reflective of conservative values and “populist” sentiment were correlated with positive evaluations of Trump's personality, suggesting appraisals of candidates may be associated with values.