Cognitive-Affective Styles of Biden and Trump Supporters: An Automated Text Analysis Study

Are conservatives more simple-minded and happier than liberals? To revisit this question, 1,518 demographically diverse participants (52% females) were recruited from an online participant-sourcing platform and asked to write a narrative about the upcoming 2020 U.S. Presidential Election as well as complete self and candidates’ ratings of personality. The narratives were analyzed using three well-validated text analysis programs. As expected, extremely enthusiastic Trump supporters used less cognitively complex and more confident language than both their less enthusiastic counterparts and Biden supporters. Trump supporters also used more positive affective language than Biden supporters. More simplistic and categorical modes of thinking as well as positive emotional tone were also associated with positive perceptions of Trump’s, but not Biden’s personality. Dialectical complexity and positive emotional tone accounted for significant unique variance in predicting appraisals of Trump’s trustworthiness/integrity even after controlling for demographic variables, self-ratings of conscientiousness and openness, and political affiliation.