Research demonstrates that the negative relationship between Openness to Experience and conservatism is heightened among the informed. We extend this literature using national survey data (Study 1; N = 13,203) and data from students (Study 2; N = 311). As predicted, education—a correlate of political sophistication—strengthened the negative relationship between Openness and conservatism (Study 1). Study 2 employed a knowledge-based measure of political sophistication to show that the Openness × political sophistication interaction was restricted to the Openness aspect of Openness. These studies demonstrate that knowledge helps people align their ideology with their personality, but that the Openness × political sophistication interaction is specific to one aspect of Openness—nuances that are overlooked in the literature.
Blogroll
- New book – Political marketing and management in the NZ 2020 election
- Palgrave Studies in Political Marketing and Management
- Political Management resource site
- Political Management: The Dance of Government and Politics
- Political marketing and management conference 2021
- Vote Compass 2020 Media Reports