Une façon simple de déterminer le gagnant. Qui voulez-vous voir à la télé pendant quatre ans avant de vous endormir? La "thèse" de l'auteur... "
Bush strategist Matthew Dowd, called it the “living room” test. Reagan’s former chief of staff, Ken Duberstein, called it the “bedroom test.”
It wasn’t about who you wanted to have a beer with. (Let’s face it, folks, few of us are going to have a beer with the president.) It’s about who you can stand to watch on TV — from your living room or your bedroom — for the next four years.
In 2000, Al Gore’s lack of public affability became such an issue that his staff printed buttons, one of which Gore occasionally wore under his lapel. “I’m Al Gore and I don’t like you either,” the button said.
Just look at the results of every presidential race since 1980: Ronald Reagan beats Jimmy Carter and then Walter Mondale. George H.W. Bush beats Michael Dukakis. Bill Clinton beats George H.W. Bush and then Bob Dole. George W. Bush beats Al Gore and then John Kerry. Barack Obama beats John McCain.
In every one of these elections, I would argue, the more likable candidate won. (I would add one asterisk: Gore did win the popular vote by more than 500,000 voters in 2000.)
Likability is an entrance gate. It opens people up to your message and, yes, to your issues. If they don’t like you, they’re not going to listen to you or believe you.
Today, Romney’s campaign is worried about its candidate’s likability, and it is trying to “warm” him up.
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