Voters’ personality traits in presidential elections

Personality measures of more than 6000 US electors on the Big Five Factors have been collected on the Web through a Web site designed to assess their personality. By means of structural equation modeling the impact of personality factors as well as of demographic variables, such as age and sex, on voting intentions on the forthcoming US presidential elections was investigated. Personality variables accounted for 16% of variance of voting intentions, while gender and age accounted for no more than 3%. High Agreeableness and Openness were predictive of intention to vote for Kerry, while all high Energy, Conscientiousness and Emotional Stability were predictive of intention to vote for Bush. Results are consistent with previous research conducted in a different country, using a different language.