Researchers find thoughts of death increase support for Bush
study examines effects of 9/11

One of the first television ads launched by President Bush’s re-election campaign included vivid images of 9/11 and Americans’ reaction to that tragic day. While it generated controversy, new studies from a research team that includes Jamie Arndt, assistant professor of Pyschological Sciences, shows such strategy should work to garner support for Bush. According to the research, reminding people of their own mortality increases support for Bush, as does showing reminders of 9/11, while producing a less favorable response for expected Democratic presidential nominee Sen. John Kerry.

A total of 374 people from Missouri, New Jersey and New York participated in the studies that further tested hypotheses derived from Terror Management Theory (TMT). According to TMT, humans develop a "cultural worldview" to come to terms with the realization of their own impending death.

"We theorize that if this cultural worldview offers protection from thoughts of death, then images of death should increase the strength and defense of our beliefs," Arndt said. "In this case, the theory was that images of 9/11 would increase support for President Bush and his anti-terrorism policies. 9/11 is seared in people’s minds and he may benefit from keeping it in people’s minds. There appears to be a definite connection there."

Researchers also believe that people look to government leaders when faced with their natural fear of death. In the study, participants who were asked questions about death and the 9/11 attacks responded with greater support of President Bush than those who were asked about watching television and taking exams. These effects were found for both liberal and conservative participants.

Tested by more than 200 studies in at least 10 countries, TMT research also has shown that charismatic leaders fare better when images of death are present. As one test of this idea, researchers asked participants to rate their confidence and admiration of Bush and Kerry. One group was asked about intense pain while another was asked about mortality. Kerry was significantly more highly regarded with the intense pain group while Bush was more highly regarded when questions about death and mortality were introduced.

The research team, led by Mark Landau from the University of Arizona, will publish its results, Deliver Us from Evil: The Effects of Mortality Salience and Reminders of 9/11 on Support for President George W. Bush, in Personality and Social Psychology Bulletin this fall (2004).

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Jamie Arndt
Department of Psychological Sciences

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