The Ideological Animal

We're easily manipulated by politics. We think our political stance is the product of reason, but we're surprisingly malleable. Our essential political self is more a stew of childhood temperament, education, and fear of death.

By Jay Dixit, published on January 01, 2007 - last reviewed on September 11, 2009

The study's authors also concluded that conservatives have less tolerance for ambiguity, a trait they say is exemplified when George Bush says things like, "Look, my job isn't to try to nuance. My job is to tell people what I think," and "I'm the decider." Those who think the world is highly dangerous and those with the greatest fear of death are the most likely to be conservative.

Liberals, on the other hand, are "more likely to see gray areas and reconcile seemingly conflicting information," says Jost. As a result, liberals like John Kerry, who see many sides to every issue, are portrayed as flip-floppers. "Whatever the cause, Bush and Kerry exemplify the cognitive styles we see in the research," says Jack Glaser, one of the study's authors, "Bush in appearing more rigid in his thinking and intolerant of uncertainty and ambiguity, and Kerry in appearing more open to ambiguity and to considering alternative positions."

Jost's meta-analysis sparked furious controversy. The House Republican Study Committee complained that the study's authors had received federal funds. George Will satirized it in his Washington Post column, and The National Review called it the "Conservatives Are Crazy" study. Jost and his colleagues point to the study's rigorous methodology. The study used political orientation as a dependent variable, meaning that where subjects fall on the political scale is computed from their own answers about whether they're liberal or conservative. Psychologists then compare factors such as fear of death and openness to new experiences, and seek statistically significant correlations. The findings are quintessentially empirical and difficult to dismiss as false.

Yet critics retort that the research draws negative conclusions about conservatives while the researchers themselves are liberal. And it's true that over the decades, a disproportionate amount of the research has focused on figuring out what's behind conservative behavior. Right shift is likewise more studied than left shift, largely because most of that research has been since 9/11, and aimed at trying to explain the conservative conversions of people like Cinnamon Stillwell.

Even with impeccable methodology, bias may creep into the choice of which phenomena to study. "There is a bias among social scientists," admits Glaser. "They look for the variables that are unflattering. There probably are other nice personality traits associated with conservatism, but they haven't shown up in the research because it's not as well studied."

"There are differences between liberals and conservatives, and people can value them however they like," Jost points out. "There is nothing inherently good or bad about being high or low on the need for closure or structure. Some may see religiosity as a positive, whereas others may see it more neutrally, and so on."

Red Shift

By 2004, as the presidential election drew near, researchers saw a chance to study the Jost results against the backdrop of unfolding events. Psychologists Mark Landau of the University of Arizona and Sheldon Solomon of Skidmore sought to explain how President Bush's approval rating went from around 51 percent before 9/11 to 90 percent immediately afterward. In one study, they exposed some participants to the letters WTC or the numbers 9/11 in an image flashed too quickly to register at the conscious level. They exposed other participants to familiar but random combinations of letters and numbers, such as area codes. Then they gave them words like coff__, sk_ll, and gr_ve, and asked them to fill in the blanks. People who'd seen random combinations were more likely to fill in coffee, skill, and grove. But people exposed to subliminal terrorism primes more often filled in coffin, skull, and grave. "The mere mention of September 11 or WTC is the same as reminding Americans of death," explains Solomon.

As a follow-up, Solomon primed one group of subjects to think about death, a state of mind called "mortality salience." A second group was primed to think about 9/11. And a third was induced to think about pain—something unpleasant but non-deadly. When people were in a benign state of mind, they tended to oppose Bush and his policies in Iraq. But after thinking about either death or 9/11, they tended to favor him. Such findings were further corroborated by Cornell sociologist Robert Willer, who found that whenever the color-coded terror alert level was raised, support for Bush increased significantly, not only on domestic security but also in unrelated domains, such as the economy.

University of Arizona psychologist Jeff Greenberg argues that some ideological shifts can be explained by terror management theory (TMT), which holds that heightened fear of death motivates people to defend their world views. TMT predicts that images like the destruction of the World Trade Center should make liberals more liberal and conservatives more conservative. "In the United States, political conservatism does seem to be the preferred ideology when people are feeling insecure," concedes Greenberg. "But in China or another communist country, reminding people of their own mortality would lead them to cling more tightly to communism."