The Effects of Candidate Appearance on Electoral Success: Evidence from Ecuador

Abstract

Research has shown that attractiveness can be an important factor for candidate success under many conditions. In this paper, we analyze the potential for voting environments to encourage voting based on appearance. We examine Ecuador’s 2019 municipal elections, where voters faced complex candidate choices within a highly candidate-centered electoral system. The ballots in these elections provided photos of each candidate, which enhanced the potential for candidate appearance to act as a heuristic in a context of low-information decision-making. We find that candidate attractiveness has a positive effect on candidate electoral performance, particularly when candidates are placed in the most prominent section of the ballot. We find no substantial difference by candidate gender in the effect of attractiveness overall, although the effects are more consistent for female candidates when accounting for ballot location. Further analysis utilizing gender-separated polling stations shows that the effects are strongest for female voters.