"Todorov and Charles Ballew, an undergraduate psychology major who graduated from Princeton in 2006, conducted three experiments in which several dozen participants had to make snap judgments about faces. Participants were shown a series of photos, each containing a pair of faces, and asked to choose, based purely on gut feeling, which face they felt displayed more competence. The differences among the experiments largely concerned the amounts of time an observer was allowed to view the faces -- as brief as a tenth of a second or longer -- and to pass judgment afterward.The study, with Chas listed as co-Author is presented in the October 22 edition of the Proceedings of the National Academy of Sciences.
What was unknown to the participants in the third experiment was that the image pairs were actually the photographs of the two frontrunner candidates for a major election being held somewhere in the United States during the time of the experiment in late 2006. The races were either for state governor or for a seat in the U.S. Senate. In cases where an observer recognized either of the two faces, the researchers removed the selection from the data.
Two weeks later elections were held, and the researchers compared the competency judgments with the election results. They found that the judgments predicted the winners in 72.4 percent of the senatorial races and 68.6 percent of the gubernatorial races.
"This means that with a quick look at two photos, you have a great chance of predicting who will win," Todorov said. "Voters are not that rational, after all. So maybe we have to consider that when we elect our politicians."