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      BilderRecht 

      Die Macht der Bilder

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      Springer Berlin Heidelberg

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          Feeling and thinking: Preferences need no inferences.

          R Zajonc (1980)
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            Inferences of competence from faces predict election outcomes.

            We show that inferences of competence based solely on facial appearance predicted the outcomes of U.S. congressional elections better than chance (e.g., 68.8% of the Senate races in 2004) and also were linearly related to the margin of victory. These inferences were specific to competence and occurred within a 1-second exposure to the faces of the candidates. The findings suggest that rapid, unreflective trait inferences can contribute to voting choices, which are widely assumed to be based primarily on rational and deliberative considerations.
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              Image And Brain

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                Author and book information

                Book Chapter
                2010
                December 4 2009
                : 55-107
                10.1007/978-3-642-03877-8_3
                51710c98-e720-4f82-83a0-a67b3296a568
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