We Need Tough Brothers and Sisters in a Tight World: Cultural Tightness Leads to a Preference for Dominant and Muscular Leaders.

Abstract

Cultural tightness is characterized by strong norms and harsh punishments for deviant behaviors. We hypothesized that followers in tight (vs. loose) cultures would more strongly prefer muscular leaders. This hypothesis was confirmed across seven studies (N = 1,615) employing samples from the United States, the United Kingdom, and China. Using actual political leaders, we demonstrated that the tighter the state's culture was, the more muscular the elected governor was (Study 1). Temporarily situating participants in a tight (vs. loose) culture made them select a leader higher on muscularity but not on body fat, and the effects obtained occurred for both male and female leaders (Studies 2-3B). In addition, we demonstrated the mediating role of authoritarianism and a preference for a dominant leadership in this process (Studies 4-5B). These results demonstrate the importance of considering the interface between culture and the physical appearance of leaders.