Asymmetry in leader image effects and the implications for leadership positioning in the 2010 British general election

Using national survey data on voters’ perceptions of party leaders during the 2010 British general election campaign, we use logistic regression analysis to explore the association between specific image attributes and overall satisfaction for each leader.

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...

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