Resumen

PEREZ ALVAREZ, Jorge. Mr. President and me: a psychology explication on the electoral preferences. Liberabit [online]. 2006, vol.12, n.12, pp. 49-53. ISSN 1729-4827.

The following article, tries to explain the electoral preferences, taking the influence and the importance from the social and physical image, like criterion from valuation and generation from favorable attitudes and feelings of a candidate or others, so we approached the subject, from an explanation about the paper of the similarity and its importance, taking some concepts like the cognitive Congruence and the establishment from the social reality. Also we try to indicate the conditions psycho-social that they mark a tendency in the preference by some candidates actually.

Palabras clave : Politic psychology; Social and psychical image; Similarity.

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