In this paper, we examine whether the impact of negative advertising on citizens’ evaluations of candidates depends on the gender of the candidates. Given common gender stereotypes, we expect negative campaigning aimed at women candidates will affect citizens differently than negative campaigning against male candidates. The results of our study, derived from a survey experiment conducted on a nationwide sample of more than 700 citizens, demonstrate that negative commercials are less effective at depressing evaluations of woman candidates, compared to male candidates. The findings are consistent and strong, across a range of forces that people use to assess competing candidates (i.e., affect and trait evaluations, people’s beliefs about issues, anticipated vote choice). The tight control of the experimental design, including randomization of respondents into different conditions that vary in only one way, demonstrates that the gender of the candidate influences people’s reactions to different types of negative commercials.
Political Behavior – Springer Journals
Published: May 16, 2008
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera