July 29, 2024 — Ukrainian President Volodymyr Zelensky’s warmth, morality, and other communal personality traits significantly increase empathy and have been pivotal in maintaining international and Ukrainian support during the ongoing Russia-Ukraine war, according to researchers from the Hebrew University of Jerusalem.
A recent study conducted by Hebrew University Prof. Meital Balmas Cohen from the Department of Communication and Journalism and Nitzan Attias and Prof. Eran Halperin from the Department of Psychology provides valuable insights for leaders aiming to garner global support through strategic communication.
Since the Russian invasion in early 2022, Zelensky has become a prominent figure on the world stage. Zelensky’s frequent updates on social media and direct communications have aimed to elicit empathy and support from the global community.
The research was conducted to explore how national leaders can leverage their personality traits to influence public opinion and garner support beyond their borders. The study was conducted through two studies in Israel and the United States, providing robust evidence of the impact of personality traits on global perceptions and actions. It revealed that emphasizing Zelensky’s communal traits, such as warmth and morality, led to increased empathy, willingness to help, and monetary donations for Ukrainians.
“This study delves into the psychological mechanisms behind these efforts, revealing the power of communal traits in fostering empathy and pro-social behavior,” said Prof. Meital Balmas Cohen. “Our findings have profound implications for understanding how national leaders can shape global public opinion and mobilize support. By highlighting communal traits, leaders can potentially overcome psychological barriers and foster a sense of connection and responsibility among international audiences.”
The research paper titled “The Warm War: The Effect of Ukrainian President’s Communal Personality Traits on Empathy and Pro-Social Behavior towards the Ukrainians” is now available in the Journal of Conflict Resolution and can be accessed at https://doi.org/10.1177/00220027241258379.
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