Leaders at Face-Value

Besides acquiring group status via dominance or force, as in other animals, human beings can acquire status via prestige, which follows from other group members valuing one’s expert knowledge. Past research has shown a preference for prestigious leaders over dominant leaders. That is, people prefer leaders who are expert over those who are domineering. In this research, I explored whether the preference for prestige over dominance applies to preferences for actual political figures with facial features that appear dominant or prestigious. I also asked whether the same links between dominance, prestige, and voter preference would hold for both men and women. American participants (recruited through Amazon Mechanical Turk) rated European politicians’ faces on traits associated with prestige and dominance and indicated their likelihood of voting for this person as a governor of their state. Findings suggest ratings of both prestige is a strong predictor of leadership preference than dominance. However, strong correlations between variables suggest prestige and dominance are two closely related concepts. In addition, participants indicated a marginal to significant preference for female leaders, depending on their perceived dominance and prestigiousness.