Conventional wisdom, and a growing body of behavioral research, suggests that the nonverbal image of a candidate influences voter decision making. We presented subjects with images of political candidates and asked them to make four trait judgments based solely on viewing the photographs. Subjects were asked which of the two faces exhibited more competence, attractiveness, deceitfulness, and threat, which are arguably four of the most salient attributes that can be conveyed by faces. When we compared our subjects' choices to the actual election outcomes, we found that the candidates chosen as more likely to physically threaten the subjects actually lost 65% of the real elections. As expected, our findings support the conclusions of Todorov, Mandisodza, Goren, and Hall (2005) by showing a positive correlation between the competence judgments and the real election

Election outcomes correlate with judgments based on a candidate's visual appearance, suggesting that the attributions viewers make based on appearance, so-called thin-slice judgments, influence voting. Yet, it is not known whether the effect of appearance on voting is more strongly influenced by positive or negative attributions, nor which neural mechanisms subserve this effect. We conducted two independent brain imaging studies to address this question. In Study 1, images of losing candidates elicited greater activation in the insula and ventral anterior cingulate than images of winning candidates. Winning candidates elicited no differential activation at all. This suggests that negative attributions from appearance exert greater influence on voting than do positive. We further tested this hypothesis in Study 2 by asking a separate group of participants to judge which unfamiliar candidate in a pair looked more attractive, competent, deceitful and threatening. When negative attribution processing was enhanced (specifically, under judgment of threat), images of losing candidates again elicited greater activation in the insula and ventral anterior cingulate. Together, these findings support the view that negative attributions play a critical role in mediating the effects of appearance on voter decisions, an effect that may be of special importance when other information is absent.