Measuring Presidents

Consciously or unconsciously, man reveals his inner self in his words. In the case of a U.S. President, according to Psychological Investigators Richard E. Donley and David G. Winter of Wesleyan University, what he says is seldom as illuminating as how he says it. By looking behind the rhetoric of inaugural addresses. Donley and Winter have measured twelve Presidents, from Theodore Roosevelt through Richard Nixon, on two personality factors: their need for power and for achievement in office. In Behavioral Science magazine they report their results.

The power-hungriest Presidents were Teddy Roosevelt (registering 8.3 power images in every thousand words), John F. Kennedy (8.3), Harry Truman (7.3) and Lyndon B. Johnson (6.8). In need for achievement, Nixon led the list with an 8.5 rating, well ahead of Johnson (7.5), Kennedy (6.8) and Teddy Roosevelt (6.2). Despite his reputation as a forceful President, Franklin D. Roosevelt does not stand remarkably high in either category: 5.2 in achievement need, 6.3 in need for power.

Both high power and achievement ratings, say Winter and Donley, characterize the President who is able to exert the necessary political influence (power) to accomplish his goals (achievement). By contrast, Herbert Hoover--who, according to the investigators, "seemed to lack a 'political sense' "--scores higher in need for achievement (a rating of 4) than in need for power (a rating of 3). This is read to mean that Hoover sought in vain to bring about substantive accomplishments; he lacked the necessary political skill.

By Winter's evaluation, Nixon comes across as a President given to behavioral extremes. "He aggressively orders troops into Cambodia one week, switches to a defensive posture the next week in the face of student protest." Moreover, adds Winter, "he's forced to play the power game but doesn't like it," which explains not only Nixon's vacillation, but--at least to Winter--also explains why the press doesn't like him: "Journalists have a high need for power, and Nixon does not."

Counting Images. Psychologist Winter and his student Donley reached their conclusions by counting the incidence, in inaugural texts, of images suggestive of power and achievement. Weight is given to both the vigor and clarity with which the presidential need shines through. Examples:

-- Franklin D. Roosevelt: "These are the lines of attack [power]. I shall presently urge upon [power] a new Congress in special session . . ."

-- John F. Kennedy: "Let every nation know [power] . . . that we shall pay any price, bear any burden, meet any hardship, support any friend [power], oppose any foe [power] to assure the survival and the success of liberty [achievement]."

-- Richard Nixon: "The greatest honor history can bestow [power] . . . the chance to help lead the world [power] . . . onto that high ground of peace that man has dreamed of [achievement]."

The authors recognize the hazards of appraising Presidents on the basis of a single speech text. Nevertheless, they feel justified in doing so: "Undoubtedly all Presidents retain great control over the content of their inaugural speeches: they select the writers; they give ideas; they approve or disapprove of wording; and they add the final touches, phrasing, and imagery."

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