Mortality reminders dramatically increase support for charismatic leaders
Evidence
In the control condition, only four of ninety-five participants voted for the charismatic candidate, with the rest of the votes split evenly between the task and relationship oriented leaders. However, following a reminder of death, there was almost an eightfold increase in votes for the charismatic candidate. Intimations of mortality amplify the allure of charismatic leaders (and, as we will see in the next chapter, this is true for real candidates in actual presidential elections as well). — Sheldon Solomon, Jeff Greenberg, Tom Pyszczynski, The Worm at the Core, 469
Categorization
- XREF: This experimental result directly extends the terror-management framework from earlier chapters, and connects to contemporary political research on fear-based populist appeal.
- SEED: Angle: the experimental finding as a lens on modern election seasons — that charismatic, group-greatness messaging specifically spikes under threat or anxiety cues in the news cycle.