The importance of impressions

George H.W. Bush understood the importance of superficial impressions. In 1988, he used this picture of a hapless Michael Dukakis to win the presidential election. Bush's fabled campaign ads featuring escaped felon and murderer "Willie Horton" drove the final nail in his opponent's coffin.
We’re hard-wired to judge others. And situations. Some of us (e.g., parents of young children) seem to acquire this urge under the right circumstances.
Judging others factors into how much we trust and feel safe. This is one reason why chemistry and even small, tangible details seem to figure into the hiring choices clients make and whether they remain satisfied with a vendor’s performance.
So, too, it seems when picking presidential candidates. A recent story in The New York Times vetted several Republican favorites with an eye toward how they present the qualities it takes to win as opposed to govern. (more…)









