Traits & Values Impact Political Behavior

If you’ve spent any amount of time perusing our website or talking with our staff, you’ve likely realized that deeply understanding women voters is foundational to our work. Why is this so important? Because we know that voters who look the same don’t all think the same, and we want to connect with those who share our vision for an America that works for all of us. When we understand the values and traits that impact vote choice, it allows us to connect with the right folks and provide information in a way that takes their beliefs into account. Without this knowledge, we become just another voice in an already crowded sea of information. When used effectively, values-based messages—coupled with neuroscience-based strategies to deliver that message—are the key to persuading folks to vote in line with those values. 

So let’s take a moment to define the traits and values we take into consideration. First up are the traits. We created these definitions with support from our partners at Grow Progress and Mindbridge. These are highly correlated with vote choice, and are held by everyone to some extent. In other words, it’s not that some folks are compassionate or sexist and some are not. Rather, it’s where folks fall on a scale for each trait and how that interacts with other traits we’re interested in. 

• Authoritarianism: looking to strong leadership for safety and security, particularly when you feel threatened
• Benevolent sexism: the belief that women should be protected and cherished by men
• Compassion: a sense of our common humanity and empathy for others
• Conservative political narratives: susceptibility to narratives around election security, COVID-19, and “woke” culture
• Internalized sexism: taking in messages about the inferiority of women and attributing them to yourself and other women
• Just world view: the belief that the world is a fair place and people generally get what they deserve
• Moral righteousness: finding comfort and balance during uncertain times by holding tightly to your beliefs of right and wrong
• Out-group derogation: viewing those outside of your in-group as threatening
• Political self-efficacy: confidence in your ability to have an impact or affect change in the political system
• Racial resentment: the notion that discrimination is no longer a significant issue and that it’s now up to individuals to overcome prejudice or disadvantages they may be experiencing
• Religiosity: the role religion plays in your life and the strength of your beliefs
• Role of government: Trust in and support for the government, including how large a role one believes it should play in our lives
• Self-esteem: a sense of personal worth and value 
• Social significance: how the status and influence of the group you’re a part of impacts your identity 
• Trust: believing that people in general are good and worthy of trust
• Vaccine hesitancy: COVID-19 vaccination status and beliefs about the vaccine

Then, we take a look at the values people hold so that we can meet them at those values. Our partners at Grow Progress created these definitions based on insights from social psychology research and theories. Our messages and ads are so effective because they speak to beliefs we share rather than attempting to lecture or fact battle. As Arthur Brooks so eloquently puts it, “If you want a chance at changing minds . . . stop using your values as a weapon, and start offering them as a gift.”

• Achievement: being ambitious with a strong desire to be seen as successful
  “Getting ahead in life is important to me.”
• Authority: following rules, honoring traditions, and respecting leaders
  “Respect for authority is something all children need to learn.”
• Compassion: nurturing and caring about others, even if they are not close to you personally
  “We should protect the weak and vulnerable in the world.”
• Emotionality: having intense feelings and expressing them
  “I experience my emotions intensely.”
• Environmentalism: caring for nature and protecting the environment
  “I strongly believe that people should care for nature.”
• Equality: desiring a level playing field in society, thinking that everyone should get a fair shot
  “I think it’s important that every person be treated equally.”
• Excitement: actively seeking new and thrilling experiences
  “I am always looking for adventures.”
• Hedonism: being motivated by a desire to enjoy life and be happy
  “I like to ‘spoil’ myself.”
• Independence: being autonomous and self-reliant 
  “I like to rely on myself.”
• In-group care: protecting the people you are closest to and others who are similar
  “It is my duty to take care of my family.”
• Merit: having a sense that rewards should be tied to how good of a job you do or how hard you work
  “People who produce more should be rewarded more than those who just try hard.”
• Nostalgia: respecting traditions and having positive memories associated with the past
  “I think it’s best to do things in traditional ways.”
• Patriotism: loving and being faithful to your country
  “It is important to me to support our country first.”
• Politeness: being careful to avoid upsetting others
  “I try never to disturb or irritate others.”
• Power: having control, prestige, and being in charge
  “It is important to me to be in charge and tell others what to do.”
• Purity: protecting what is sacred to you
  “People should not do things that are disgusting, even if no one is harmed.”
• Security: prioritizing safety, order, and stability
  “It is very important to me that my country is safe.”

This June, we’ll be launching our new Art & Science of Persuasion Playbook that will show how we put our deep understanding of our audience into action. We’ll share the messages and ads we’ve developed and explain how we ensure we get the right messages to the right voter. Check it out and share with allies in the field!