Asymmetry in leader image effects and the implications for leadership positioning in the 2010 British general election
Roger Mortimore
Ipsos MORI/King's College London
Paul Baines and Ian Crawford
Cranfield School of Management
Robert Worcester
Ipsos MORI/King's College London
Andrew Zelin
BUPA Health Funding
Introduction
The 2010 British general election differed from previous British general elections. The campaign focused untypically around the party leaders, and the public believed their attitudes to the leaders were more influential on their vote compared to policy issues than previously. Taking national polling data on voters’ perceptions of party leaders, we use logistic regression...