In the lead-up to the 2014 election, a UC Marketing study run by Professor Veer has examined the impact of the Thatcher Effect on how the general public perceive New Zealand’s politicians.
The Thatcher Effect shows that when a person’s face is flipped upside down and their smile is left the right way up the viewer’s mind makes sense of the image.
This UC study showed, interestingly, that people who thought the flipped image of the politican appeared normal also showed high levels of trustworthiness and liking towards that figure. Those figures with the greatest difference between their edited image, and the original also received significantly lower levels of trustworthiness from viewers of the images. This study reveals some other interesting election related conclusions… Read more