Incumbency and self-uncertainty: when prototypical leaders lose their advantage

Research on how uncertainty affects the preference for prototypical over non-prototypical leaders has produced mixed results. To understand these discrepancies, two studies explored leader status (prospective versus incumbent) as a potential moderator. Participants reported levels of self-uncertainty (Study 1) or were primed with high versus low self-uncertainty (Study 2) before evaluating a prototypical or non-prototypical leadership candidate who was incumbent or prospective. For incumbent candidates, prototypicality predicted more favorable evaluations under low self-uncertainty, but this relationship was weakened under high self-uncertainty. For prospective candidates, prototypicality predicted more favorable evaluations under high self-uncertainty, but this relationship was weakened under low self-uncertainty.