The American Psychological Society just published a paper on "the effects of mortality salience on evaluations of political candidates as a function of leadership style." In plain English, they measured how being reminded of one's death changed whether a person would choose the charismatic, task-oriented, or relationship-oriented candidate. The charismatic leader emphasized the group identity and the importance of an overarching vision. The task-oriented leader set high but achievable goals and had detailed, workable plans for achieving those goals. The relationship-oriented leader emphasized the need for the leaders and the people to work together to achieve the common good, and showed respect, trust and confidence in the followers.
Are you ready for what they found? With a neutral introduction before being asked to pick a candidate, the voters split 4% for Charisma, 45% for Relationship. However, when subjects were given the introduction that reminded him that they were going to die at any moment, Mr Charisma picked up 29%, Mr. Relationship lost 23%. There was no significant change in the approval rating for The Guy With A Plan.
In short, if all a candidate has going for him/her is charisma, constantly keeping the electorate fearing for their lives is sound strategy. This is part of something called, I kid you not, Terror Management Theory. When scared for their lives, people have psychological distress that causes them to gravitate toward leaders who "emphasize the greatness of the nation and a heroic victory over evil." Their words, not mine. What makes this ironic? Research into charismatic leaders in 1987-88, well before Bush's "faith-based" presidency, showed that charismatic leaders tend to have a disconnect with reality that generates some of the psychological distress that makes the charismatic leaders so appealing. Yup. Once we're in fear for our lives, the only way to head off the popularity of a charismatic leader is to step back and try to make a rational, informed decision based on the relevant issues. As the researchers note, though, "in scary times, when MS [mortality salience, or thinking about your own death] is often high, or when national self-worth is particularly shaky, rationally driven decisions may be unlikely."
You may well ask why charisma is a bad thing. It doesn't have to be. Charisma is largely the ability to get people to follow you with blind adoration. If your intentions are good, that's OK. If you plan on taking over the world or doing something ethically questionable, charisma may be a bad thing.
Click here for the entire paper (pdf file).
Or here for the news release.
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