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Moral and Reptilian Charisma
Their Measurement and Relationships with Speaker Nonverbal Behaviors, Communicator Style, Audience Emotions and Gender
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A charisma measure based on Weber s theory was §developed and tested. Three studies were conducted §in order to assess whether charisma has one or more §dimensions, and explore the extent to which charisma §is a property of the leader, the audience, their §relationship or the situation. In Study 1, ratings §of speeches of well-known politicians yielded two §factors. Moral charisma emphasizes pride in and §respect for the leader s task and calling, whereas §reptilian charisma involves the leader s emotional §power, vitality, and vigor. In Study 2, Ps rated the §most or least charismatic person they knew. In Study §3, coders rated 200 speech segments lasting ten §seconds each. All three studies demonstrated that §charisma has two dimensions, a moral and a §reptilian. The studies further help understanding §the diverse styles of various charismatic leaders §and also of nonleaders. When judgments of charisma §could be done, partitioning the variance of charisma §indicated that it largely resides in the leader and §his or her relationship with the audience.
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