A winning face depends on the culture of the voter

In this busy election season, what role does culture play in voter's minds as they view the candidates running for office? In a recent study of elections comparing candidate faces in the U.S. and Taiwan, researchers showed that in winning an actual election, perceived competence plays a more important role for candidates in the U.S. than for those in Taiwan. In contrast, perceived social competence was more vital for candidates in Taiwan than for those in the U.S.