| Abstract: | Broadly, the task of this paper is to examine the connectionbetween social and individual opinion. More specifically, doesconsensus information, as manifested in the relative attractivenessof candidate appearances, affect candidate evaluations? If so,are differences significant, and are all individuals equallyaffected? By employing an experimental design and incorporatingthe personality construct of self-monitoring, I find that significantdifferences do in fact appear. These differences result fromthe relative weight individuals assign to social sources ofinformation in decision processes. High self-monitors are foundto be quite sensitive to consensus information (attractive ounattractive appearances) whereas low self-monitors are lessso. By conceiving physical appearances as consensus information,a unique understanding of the bond linking individual to collectiveopinion emerges. The great majority of mankind are satisfiedwith appearances, as though they were realities, and are oftenmore influenced by the things that seem than by those that are. |
