The Good Politician: Competence, Integrity and Authenticity in Seven Democracies

We explore the characteristics of politicians that make them trusted by citizens, fielding conjoint survey experiments in seven democracies. Studies regularly indicate that competence and integrity are key attributes in the perceived trustworthiness of politicians, but we show that displaying authenticity is also important. Authenticity is about being true to oneself, and in the political context this requires politicians to appear unlike typical politicians and more like ordinary people. We find that some attributes associated with authenticity are as important as competence and integrity, and they appear to be especially important to citizens with lower levels of generalized political trust. These findings suggest that considerations of politicians being ‘in touch with ordinary people’ can matter just as much as more traditional judgements of their honesty and ability to produce outcomes. This has implications for our understanding of political leadership as well as for trust-building strategies.