The Populist Appeal: Personality and Antiestablishment Communication

With the election of Donald Trump and landmark wins for populists across Europe, one today’s most pressing questions is: Why do people support populists? We theorize that citizens who score low on personality trait agreeableness—those are more distrusting, cynical, tough-minded—are susceptible to antiestablishment messages expressed by populists. Using 13 population-based cross-sectional samples collected in eight countries three continents, we first show individuals agreeableness likely Moreover, with a conjoint experiment, demonstrate it is their message makes attractive agreeableness. As such, this article outlines broader theoretical framework links political persuasion. In time when politicians tailor psychological makeup voters, crucial understand interplay between communication personality.