Two questions are addressed in this article: 1. Why are people attracted to leaders? 2. How are leaders' images construed? The first question is analyzed by using the concept of “deity” as a frame of reference for an “ideal model” of leadership. God as a “screen of projections” can satisfy the believer's fundamental needs and desires, as well as serving as a reference for causal attributions and a provider of transcendental meaning. Using Construal Level Theory, deity, as a frame of (...) reference, also facilitates analysis of the second question. This analysis explains universal principles underlying the leadership construal, and the psychological principles and culture-bound processes relevant to construing different images of leadership in different collectives. (shrink)