The Beauty Bounce: How a pretty face wins votes

Scientists have discovered the "Beauty Bounce" does exist and that for female candidates having a pretty face really does win votes from both men and women.

The study by Northwestern University in Chicago found that while the perception of competence was the biggest vote winner, for women at least beauty could give them an extra boost - especially among men.

Even female voters seemed to tap into the cultural expectation that women who are attractive as well as competent are more worthy of high status roles

Overall, voters perceived the faces of male politicians as more competent and dominant relative to female politicians; female politicians were perceived as more attractive and approachable relative to males.

Candidates who were perceived as more attractive by men were more likely to win votes in the actual Congressional election

image really matters

attractiveness was not a factor for male candidates

it was all about competence