Featured Post from Aston University

It’s all in the smile: Aston University-led research finds politicians can influence voters with facial expressions

Apr 29, 2024

4 min


  • Dr Carl Senior identified two types of smile – affiliative and reward – given by political leaders during the last UK general election in 2019
  • The eventual winner, Boris Johnson, was found to display the affiliative smile, which acts to align voter behaviour
  • The study is the first to look at how supporters of election losers react to the eventual winner.


New research led by Aston University’s Dr Carl Senior has found that the type of smile used by a political leader can influence voters to support them and their political agenda.


There are many different types of smile, and the researchers, which also included Professor Patrick Stewart from the University of Arkansas, US, Professor Erik Bucy from Texas Tech University, US, and Professor Nick Lee from Warwick Business School at the University of Warwick, UK, focused on two in particular – the ‘reward’ smile and the ‘affiliative’ smile. They used videos from political leaders from the 2019 UK general election, which was won by the Conservative party, then led by Boris Johnson. The Labour party, then led by Jeremy Corbyn, came second. Jo Swinson was the leader of the third-placed Liberal Democrat party.


The ‘reward’ smile is the genuine, or felt smile, associated with joy and enthusiasm. It is the smile most likely to be contagious with onlookers, and has been linked to higher levels of trust. The ‘affiliative’ smile, meanwhile, communicates approachability, acknowledgement, and appeasement. It is associated with an affinity towards the onlooker and is thought to be important for developing cooperative relationships.


The researchers selected volunteers professing to be supporters of each of the three main parties and showed them the same video footage of the three leaders – Johnson, Corbyn and Swinson – before and after the 2019 election. The team assessed the emotional response to the different smiles for the candidates, whether positive (happiness and affinity) or negative (anger and distress).


When shown footage of election winner Johnson’s affiliative smile after the election, people in all groups showed an increase in happiness and affinity compared to when they were shown the footage before the election. Supporters of the losing parties showed an overall decrease in the negative effect. It was only this affiliative smile which was found to act as a mechanism to align voter feelings and behaviour to the dominant, or winning, political message.


The reward smile did not have the same effect. Supporters of Labour showed an increased level of anger and distress when viewing Johnson’s reward smile after the election compared to before it.


The effects for Corbyn and Swinson were less marked, showing that they failed to significantly change voters’ responses to them. Their appeal was somewhat fixed and failed to match Johnson’s charm. Johnson tapped into the voters’ feeling of annoyance about the slow Brexit process with his ‘Get Brexit done’ slogan, while Corbyn’s position was ambiguous. Swinson’s party was pro-Europe but lacked Johnson’s performative abilities to link a strong message to his nonverbal communication.


Previous work by various researchers has shown that observers judge leadership traits and behaviour, or a lack thereof, from non-verbal cues such as facial expressions. However, there has, until now, been little research outside the US on the effect of facial displays on voter behaviour.


Dr Senior said:


“The human smile can convey both rewarding and affiliative social intent and thus has significant utility in politics, where the ability to bond with and reassure voters is vital to electoral success.  We are in an unprecedented year as there are numerous elections scheduled to take place across several continents. The outcome of these campaigns will have a significant impact on millions of people across vast geopolitical regions. Given that almost all politicians involved in these election campaigns will make full use of broadcast media to reach voters, it is crucial to understand the effectiveness of their non-verbal displays in shifting voting preference.”


Professor Lee said:


“The individual appeal of party leaders has become increasingly influential. A smile can’t win an election on its own. But Johnson’s personal appeal transcended party policies, connecting with people who hadn’t planned to vote for him.


“The upside for today’s politicians is that charisma is not an innate quality. It can be taught. By paying attention to their facial behaviour and ensuring they display the right smile in the right context, they can still leverage the power of emotional responses. It is something leaders of all organisations can learn.”


The researchers say more work is required to understand how smiles work together with other verbal and nonverbal displays to generate affinity in voters and convey social dominance to other leaders.


PLOS ONE DOI: 10.1371/journal.pone.0301113


You might also like...

Check out some other posts from Aston University

3 min

Aston University’s Professor Ian Maidment receives prestigious National Institute for Health and Care Research award

Professor Ian Maidment has received a National Institute for Health and Care Research (NIHR) Senior Investigator Award The award recognises his outstanding leadership contributions to the work of the NIHR and his excellent track record of securing NIHR funding Professor Maidment is the first academic at Aston University to receive the honour. Professor Ian Maidment at Aston Pharmacy School has received a prestigious Senior Investigator Award from the National Institute for Health and Care Research (NIHR). The NIHR gives the award to researchers in recognition of outstanding leadership contributions to the work of the NIHR and an excellent track record of securing NIHR funding. As a senior investigator, Professor Maidment will act as an ambassador for NIHR, and help to guide strategy and tackle challenges in the health and social care landscape. He will join the NIHR College of around 200 senior investigators. Professor Maidment is the first academic at Aston University to receive the award and one of few pharmacists in the UK to receive such an award. Professor Maidment joined Aston University in 2012 as a senior lecturer, which marked his first step into academia after more than 20 years working in the NHS, both as a pharmacist and leading R&D. During his time in the NHS, he published 40 papers in peer-reviewed journals. These formed the basis of a PhD by previous publication, and Professor Maidment was the first person to obtain a PhD at Aston University by this route. He was promoted to reader in 2018 and a full chair in 2022. Professor Maidment specialises in the health care of older people and those with mental health conditions, and the use of medication to treat them. This includes projects investigating the long-standing and international healthcare priority of managing anti-psychotic weight gain. From this research project, guidance will be developed both for patients and practitioners. His research with older people has identified the need to focus on reducing medication burden and investigating the link between some medications and dementia. He also studies how to best use the expertise of community pharmacy to improve outcomes, for example in COVID vaccination and more recently how to make independent prescribing by community pharmacy work better; the importance of this issue was identified by UK Prime Minister Keir Starmer. The award also recognises Professor Maidment’s strong links with the NIHR and critically his continued role in supporting its work. This includes mentoring other researchers, leadership and contributing to the development of the NIHR. Professor Maidment said: “Optimising medication in the real world is a key research priority; about half of all people struggle with adherence to medication. Much of my research has been focused on bringing the patient voice to key research questions. If we can fully understand the patient and family carer view, then we can start to get the medication right.” Professor Anthony Hilton, Aston University pro-vice-chancellor and executive dean of the College of Health and Life Sciences, said: “Professor Ian Maidment’s NIHR Senior Investigator Award is a well-deserved recognition of his exceptional research in medication safety and the care of older adults and people with severe mental illness, such as schizophrenia. His work has not only advanced academic understanding but has also shaped real-world healthcare practices, improving outcomes for patients. “This achievement reflects his dedication, expertise and commitment to impactful research and his outstanding leadership contributions to the work of the NIHR. At Aston University, we are delighted to celebrate Ian’s success and the significant contribution he continues to make to the field.”

4 min

Aston University study reveals the illusion of ‘dazzle’ paint on World War I battleships

The Zealandia in wartime dazzle paint. Image: Australian National Maritime Museum on The Commons Geometric ‘dazzle’ camouflage was used on ships in WWI to confuse enemy onlookers as to the direction and speed of the ship Timothy Meese and Samantha Strong reanalysed historic data from 1919 and found that the ‘horizon effect’ is more effective for confusion When viewing a ship at distance, it often appears to be travelling along the horizon, regardless of its actual direction of travel – this is the ‘horizon effect’. A new analysis of 105-year-old data on the effectiveness of ‘dazzle’ camouflage on battleships in World War I by Aston University researchers Professor Tim Meese and Dr Samantha Strong has found that while dazzle had some effect, the ‘horizon effect’ had far more influence when it came to confusing the enemy. During World War I, navies experimented with painting ships with ‘dazzle’ camouflage – geometric shapes and stripes – in an attempt to confuse U-boat captains as to the speed and direction of travel of the ships and make them harder to attack. The separate ‘horizon effect’ is when a person looks at a ship in the distance, and it appears to be travelling along the horizon, regardless of its actual direction of travel. Ships travelling at an angle of up to 25° relative to the horizon appear to be travelling directly along it. Even with those at a greater angle to the horizon, onlookers significantly underestimate the angle. Despite widespread use of dazzle camouflage, it was not until 1919 that a proper, quantitative study was carried out, by MIT naval architecture and marine engineering student Leo Blodgett for his degree thesis. He painted model ships in dazzle patterns and placed them in a mechanical test theatre with a periscope, like those used by U-boat captains, to measure how much onlookers’ estimations of the ships’ direction of travel deviated from their actual direction of travel. Professor Meese and Dr Strong realised that while the data collected by Blodgett was useful, his methods of experimental design fell short of modern standards. He’d found that dazzle camouflage worked, but the Aston University team suspected that dazzle alone was not responsible for the results seen, cleaned the data and designed new analysis to better understand what it really shows. Dr Strong, a senior lecturer at Aston University’s School of Optometry, said: “It's necessary to have a control condition to draw firm conclusions, and Blodgett's report of his own control was too vague to be useful. We ran our own version of the experiment using photographs from his thesis and compared the results across the original dazzle camouflage versions and versions with the camouflage edited out. Our experiment worked well. Both types of ships produced the horizon effect, but the dazzle imposed an additional twist.” If the errors made by the onlookers in the perceived direction of travel of the ship were entirely due to the ‘twist’ on perspective caused by dazzle paintwork, the bow, or front, of the ship, would always be seen to twist away from its true direction. However, Professor Meese and Dr Strong instead showed that when the true direction was pointing away from the observer, the bow was often perceived to twist towards the observer instead. Their detailed analysis showed a small effect of twist from the dazzle camouflage but a much larger one from the horizon effect. Sometimes these effects were in competition, sometimes in harmony. Professor Meese, a professor of vision science at the School of Optometry, said: “We knew already about the twist and horizon effects from contemporary computer-based work with colleagues at Abertay University. The remarkable finding here is that these same two effects, in similar proportions, are clearly evident in participants familiar with the art of camouflage deception, including a lieutenant in a European navy. This adds considerable credibility to our earlier conclusions by showing that the horizon effect – which has nothing to do with dazzle – was not overcome by those best placed to know better. “This is a clear case where visual perception is more powerful than knowledge. In fact, back in the dazzle days, the horizon effect was not identified at all, and Blodgett's measurements of perceptual bias were attributed entirely to the camouflage, deceiving the deceivers.” Professor Meese and Dr Strong say that more work is required to fully understand how dazzle might have increased perceptual uncertainty of direction and speed but also the geometry behind torpedo-aiming tactics that might have supported some countermeasures. Visit https://doi.org/10.1177/20416695241312316 to read the full paper in i-Perception.

1 min

Lab grown meat could be on sale in UK within two years - but what is lab-grown meat?

Meat, dairy and sugar grown in a lab could be on sale in the UK for human consumption for the first time within two years, sooner than expected. The Food Standards Agency (FSA) is looking at how it can speed up the approval process for lab-grown foods. Such products are grown from cells in small chemical plants. UK firms have led the way in the field scientifically but feel they have been held back by the current regulations. Aston University has been working on cultivated meat - find out more about what lab-made meat is  made of and how it is created in the podcast Breaking Down Barriers on Spotify   https://open.spotify.com/episode/7bFy1gr2LJCwiRLPAT9Hml For further details contact Nicola Jones, Press and Communications Manager, on (+44) 7825 342091 or email: n.jones6@aston.ac.uk

View all posts
Powered by