Does Brown beat Biesiada? Name fluency and electoral success

Abstract

Of the myriad cues voters rely on to evaluate political candidates, only one cue is available to all voters in all candidate-based elections — the candidates’ names. Drawing upon multiple decades of election data in local and congressional elections in the United States, I examine the relationship between the processing fluency (pronounceability and commonality) of political candidates’ names and vote share. I observe a strong, positive relationship for name pronounceability and more ambiguous results for name commonality. A one-standard deviation increase in pronounceability is associated with an increased vote share of 0.8 percentage points in congressional general elections, 1.4 percentage points in congressional primary elections, and 0.29 percentage points in local elections. Despite some sensitivity to how fluency is conceptualized, these findings suggest that the phonological characteristics of candidates’ names are consequential heuristics that voters use to evaluate candidates. Future research should seek to unpack the causal processes underlying these results by disentangling the racial and ethnic cues embedded in names.