Bad for Men,Better for Women: The Impact of Stereotypes During Negative Campaigns |
| |
Authors: | Kim L Fridkin Patrick J Kenney Gina Serignese Woodall |
| |
Institution: | (1) Department of Political Science, Arizona State University, CLAS, 6752 Coor Building, Tempe, AZ 85287-3902, USA;(2) Department of Political Science, Arizona State University, CLAS, 6748 Coor Building, Tempe, AZ 85287-3902, USA;(3) Department of Political Science, Arizona State University, CLAS, 6th floor Coor Building, Tempe, AZ 85287-3902, USA |
| |
Abstract: | 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.
|
| |
Keywords: | Gender stereotypes Negative campaigning |
本文献已被 SpringerLink 等数据库收录! |
|