Looking Competent Does Not Appeal to All Voters Equally: The Role of Social Class and Politicians’ Facial Appearance for Voting Likelihood

Voters generally value competence in politicians. Four studies, all conducted in Germany, show that this is especially pronounced in people of higher compared with lower social class. The first study, with a representative sample (N1 = 2239), found that the reported importance of competence in politicians increased with increasing socioeconomic status (SES). This was mediated by self-perceived competence which was higher in participants of higher SES. In three further studies (two preregistered, N2a&2b = 396, N3 = 400) participants merely saw pictures of politicians’ faces. Perceived competence based on facial appearance increased the likelihood of voting for a politician. Again, this effect was stronger among participants of higher compared with lower SES. This moderation persisted after controlling for participants’ political orientation and politicians’ perceived warmth and dominance. We discuss implications for future research on the psychological underpinnings of social class as well as appearance effects in the political context.