Journal of Electoral Studies

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The Importance of Candidate Images and Capabilities in Presidential Elections

Shiow-Duan Hawang
1996 / 05
Volume 3, No.1

pp.103-135
Paper

Abstract

This paper examines the importance of candidate images and candidate's ability in dealing with national issues in presidential elections of 1996 by using survey research data of Election Study Center at National Chengchi University. The results indicated that the incumbent President Lee Teng-hui was ranked the highest among four presidential candidates in terms of voters assessment of candidate personal qualities and candidate's ability to deal with national problems. Lee Teng-hui complex was the most important factor in determining voter's evaluation of candidates' personal qualities and ability in dealing with national issues, except for Peng Ming-min. But Lee Teng-hui complex has no direct influence on vote-choice, it only translated indirect influence through candidate images. Candidate images turned out to be the most important factor in deciding presidential election result. Attitude toward parties and party preferences ranked the next, except Chen Li-an, who was an indepen-dent candidate with no party support.

Keywords

Candidate images

Candidate personal qualities

Candidate evaluation

Candidate capability

Lee teng-hui complex