The Effects of personality traits on individuals’ political communication patterns: examining the 2024 Taiwan presidential election through the O-S-R-O-R model

This study investigated the effects of personality traits on individuals’ political communication patterns by adopting the O-S-R-O-R model (orientation-stimulus-reasoning-orientation-response) as its theoretical framework during the 2024 Taiwan presidential election. A two-wave online survey was conducted one week before and after the election, yielding 1209 valid responses. The findings indicated that neuroticism had no significant association with voting behaviour, whereas conscientiousness had both direct and indirect influences on voting. Individuals with extraversion and conscientiousness rely more on traditional media and offline political discussion to shape rational political attitudes, which subsequently influence voting behaviour. This study extends the O-S-R-O-R model, which exhibits distinct political communication patterns in an Asian context. It also provides empirical evidence that personality traits are crucial predictors of political communication, attitudes, and behaviours. The findings provide a foundation for future election campaigns to communicate with voters.