Political conservatism has been characterized by resistance to change and acceptance of inequality, with liberalism characterized by the polar opposite of these values. Political attitudes are heritable and may be influenced by basic personality traits. In previous research, conservatism (vs. liberalism) has been associated positively with Conscientiousness and negatively with Openness-Intellect, consistent with the association of conservatism with resistance to change. Less clear, however, are the personality traits relating to egalitarianism. In two studies, using a personality model that divides each of the Big Five into two aspects, the present research found that one aspect of Agreeableness (Compassion) was associated with liberalism and egalitarianism, whereas the other (Politeness) was associated with conservatism and traditionalism. In addition, conservatism and moral traditionalism were positively associated with the Orderliness aspect of Conscientiousness and negatively with Openness-Intellect. These findings contribute to a more nuanced understanding of personality's relation to political attitudes and values.

Differences in political orientation are partly rooted in personality, with liberalism predicted by Openness to Experience and conservatism by Conscientiousness. Since Openness is positively associated with intellectual and creative activities, these may help shape political orientation. We examined whether exposure to cultural activities and historical knowledge mediates the relationship between personality and political orientation. Specifically, we examined the mediational role of print exposure (Study 1), film exposure (Study 2), and knowledge of American history (Study 3). Studies 1 and 2 found that print and film exposure mediated the relationships Openness to Experience and Conscientiousness have with political orientation. In Study 3, knowledge of American history mediated the relationship between Openness and political orientation, but not the association between Conscientiousness and political orientation. Exposure to culture, and a corollary of this exposure in the form of acquiring knowledge, can therefore partially explain the associations between personality and political orientation.

Introduction Research has consistently revealed positive correlations between political liberalism and Openness to Experience, and between conservatism and Conscientiousness. Most of this research has made use of domain‐level models of the Big Five personality traits. Recent work suggests, however, that each Big Five trait domain can be divided into distinct aspects or facets, which offer more nuanced characterizations of each trait. Methods Across four studies (Ns ranging from 1,123 to 116,406), the present research examined the degree to which distinct lower‐level traits would be associated with meaningful differences in political orientation. United States residents completed two different hierarchical Big Five personality measures (the Big Five Aspect Scales and the Big Five Inventory‐2), as well as a range of measures of political orientation. Results Across both personality measures, liberal political orientation showed distinct positive associations with the lower‐level traits Openness/Aesthetic Sensitivity, Intellect/Intellectual Curiosity, Compassion, and Withdrawal/Depression, as well as distinct negative associations with Orderliness/Organization, Politeness, and Assertiveness. Discussion By examining individual differences at a higher level of granularity, these data provide insight into specific motivations that predispose individuals toward different ends of the political spectrum.

Models of moral judgment have linked generalized emotionality with deontological moral judgment. The evidence, however, is mixed. Other research has linked the specific emotion of disgust with generalized moral condemnation. Here too, the evidence is mixed. We suggest that a synthesis of these two literatures points to one specific emotion (disgust) that reliably predicts one specific type of moral judgment (deontological). In all three studies, we found that trait disgust sensitivity predicted more extreme deontological judgment. In Study 3, with deontological endorsement and consequentialist endorsement operationalized as independent constructs, we found that disgust was positively associated with deontological endorsement but was unrelated to consequentialist endorsement. Across studies, the disgust–deontology link was mediated by individual difference variables related to preference for order (right-wing authoritarianism and intolerance for ambiguity). These data suggest a more precise model of emotion and moral judgment that identifies specific emotions, specific types of moral judgment, and specific motivational pathways.

Research has consistently demonstrated that political liberalism is predicted by the personality trait Openness to Experience and conservatism by trait Conscientiousness. Less well studied, however, is how trait personality influences political orientation. The present study investigated whether differences in media preference might mediate the links between personality and political orientation. Participants completed measures of Big Five personality, media preferences, and political orientation. Results revealed that increased preferences for Dark/Alternative and Aesthetic/Musical media genres, as well as decreased preferences for Communal/Popular media genres, mediated the association between Openness to Experience and liberalism. In contrast, greater preferences for Communal/Popular and Thrilling/Action genres, as well as lower preferences for Dark/Alternative and Aesthetic/Musical genres mediated the link between Conscientiousness and conservatism.

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Purpose Extant research addressing how consumers respond to electronic word-of-mouth (eWOM) remains limited. Even less attention has been devoted to examining the trustworthiness of consumer reviewers with different ethnic backgrounds. The purpose of this paper is to explore the influence of reviewer ethnicity, review valence and social distance (to three different ethnic groups) on perceived reviewer trustworthiness, brand attitude and purchase intention toward a product evaluated by reviewers of three ethnic backgrounds. Design/methodology/approach The study adopted a 2 (review valence)×3 (reviewer ethnicity) design; 398 participants were randomly assigned to one of the six conditions. A mock product-review web page for each study condition was created to manipulate review valence and reviewer ethnicity. Findings Results show that while review valence, reviewer ethnicity and social distance each had a significant effect on perceived reviewer trustworthiness, only review valence had an influence on brand attitude and purchase intention. The interaction between reviewer ethnicity and review valence also had a significant effect on perceived reviewer trustworthiness, brand attitude and purchase intention. Originality/value The current study is the first to apply social distance theory to explain cross-cultural perception of trust, as it extends and updates the original social distance scale to broaden its empirical relevance to contemporary society via an eWOM marketing context. As social distance is a fluid and timely concept to study the diverse ethnic cultural environment, the current findings carry strong implications to future research in a wide variety of digital communication and marketing contexts, among others.