The populist appeal: Personality and anti-establishment communication

With the election of Donald Trump and landmark wins for populists across Europe, one of today’s most pressing questions is: Why do people support populists? We theorize that citizens who score low on the personality trait agreeableness—those who are more distrusting, cynical, and tough-minded—are more susceptible to antiestablishment messages expressed by populists. Using 13 population-based cross-sectional samples collected in eight countries and three continents, we first show that individuals who score low on agreeableness are more likely to support populists. Moreover, with a conjoint experiment, we demonstrate that it is their antiestablishment message that makes populists attractive to people who score low on agreeableness. As such, this article outlines a broader theoretical framework that links personality to political persuasion. In a time when politicians tailor their messages to the psychological makeup of their voters, it is crucial to understand the interplay between political communication and personality.