Voters evaluate many factors before casting a ballot. According to Goizueta marketing professor Michael Lewis, this — at least subconsciously — could include overall appearance.
Lewis has a research interest in political marketing. This includes how the general “look” of a candidate can be used to identify Republican and Democrat affiliation.
He told Martha Dalton of WABE Republicans tend to have a more “rugged” look — something akin to a “high school quarterback” or “corporate CEO.”
While not suggesting voters make decisions only on physical appearance, Lewis did say — with rising complexity of issues — people will often vote with their gut.