Political Attitudes Bias the Mental Representation of a Presidential Candidate's Face

Using a technique known as reverse-correlation image classification, we demonstrated that the face of Mitt Romney as represented in people's minds varies as a function of their attitudes toward Mitt Romney. Our findings provide evidence that attitudes bias how people see something as concrete and well learned as the face of a political candidate during an election. Practically, our findings imply that citizens may not merely interpret political information about a candidate to fit their opinion, but also may construct a political world in which they literally see candidates differently.