- Perceived personality and campaign style of Hillary Clinton and Donald Trump
- Personality and Individual Differences
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- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
75 national and international experts in US politics evaluated the personality reputation of Trump and Clinton. They evaluated Clinton as average on extraversion, agreeableness, openness, narcissism, psychopathy, and Machiavellianism, but high on conscientiousness and emotional stability. Trump was rated very low on agreeableness, conscientiousness and emotional stability, average on openness, and very high on extraversion and the Dark Triad. Results are consistent with previous research based on ratings from psychology scholars. Experts also evaluated their campaign style. Trump campaign was seen as populist, negative, and based on fear appeals. Clinton was also evaluated as high in negativity but using a less populist rhetoric and making an average use of emotional appeals.
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