The Conversation

Hard Evidence: does a party leader's personality matter?

Author: The Conversation

Not quite the same.Penelope Schenk, CC BY-NC-SA

Think about the party leaders asking the British public to re-elect them this week. Are they nervous or confident? Trustworthy or shifty? Out of touch or possessed of the common touch? Decisive or ditherer? Clever or clodhopper? Commanding or geeky? Nice or nasty?

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