We investigated how judgments of political messengers depend upon what would benefit one's preferred candidate. In Study 1a, participants were asked to evaluate the warmth and competence of the writer of a pro- or anti-Obama political message for the 2012 presidential election (Obama/warm; Romney/competent). When judging the messages, warmth was emphasized by Democrats and competence by Republicans. Study 1b replicated these effects for messages about Romney as well. Study 2 examined the 2004 presidential election where perceptions of the party candidates' warmth and competence reversed (Bush/warm; Kerry/competent). There competence was emphasized by Democrats and warmth by Republicans. Study 3 showed that varying the warmth and competence of each party's prospective candidates for the 2016 election influences whether warmth or competence is emphasized by Democrats or Republicans. Thus, differences between Republicans and Democrats in emphasizing warmth or competence reflect a dynamic motivated cognition that is tailored to benefit their preferred candidate.
Keywords: competence; politics; social judgment; warmth.
© 2015 by the Society for Personality and Social Psychology, Inc.