Humility Expression and its Effects on Moral Suasion: An Empirical Study of Ocasio-Cortez’s Communication

Abstract Humble leadership can be described as a positive psychological feature that allows leaders to admit their limitations, be open to new ideas, and give a voice to others while also recognizing their merits. The present study (n = 268 participants) explored the persuasive effects of a female politician communicating a humble stance by considering the role emotional displays at play (joy, calmness, sadness, and anger) when discussing a moral issue (hosting immigrants). The results revealed that the politician elicited positive emotions and evaluations of her competence and benevolence, especially when exhibiting a sad facial display, by contributing to the intention to accept the moral gist of her persuasive message. Overall, these ‘gendered’ effects are discussed in relation to the ‘political authenticity’, which can be perceived as high especially when the humble message is connected with several social reasons, as is the case with gender or social status.