DAMAGING Labor polling shows swinging voters are turning off Treasurer Peter Costello, accusing him of being a "bit up himself" and more arrogant than the Prime Minister.
Despite Mr Costello playing a more central role in this campaign than previous elections, voters still consider him "out of touch" and the "final straw" for some in switching to Opposition Leader Kevin Rudd.
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The polling found 70 per cent of "swing" voters believed the Treasurer was "arrogant".
Other phrases used to describe the Treasurer included "smug", "snide", "unapproachable", "out of touch" and "untrustworthy".
"The most significant negative for Costello is the strong perception of arrogance, which is viewed as a fatal leadership flaw," the research notes said.