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Alamy/PA/Jordan Pettitt

Why learning to smile like Boris Johnson should be top of Keir Starmer and Rishi Sunak’s to-do lists

Carl Senior, Aston University; Erik P. Bucy, Texas Tech University; Nick Lee, Warwick Business School, University of Warwick

Charisma matters in elections campaigns, as a study carried out just before the 2019 election shows.

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