Negative Effects of Calling Attention to Female Political Candidates’ Attractiveness

IF 1.9 Q2 POLITICAL SCIENCE Journal of Political Marketing Pub Date : 2019-07-03 DOI:10.1080/15377857.2017.1411859
M. Lizotte, Heather J. Meggers-Wright
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引用次数: 21

Abstract

Given the focus of the media on female candidate appearance in the 2008 presidential election, this research investigates the effects on voter evaluations of calling attention to female candidate attractiveness. The current research hypothesizes that pointing out candidate attractiveness likely has a negative effect on subsequent evaluations and reports of vote likelihood, particularly for female candidates. Role congruity theory, which argues that evidence of prejudice against female leaders is the result of a discrepancy between people’s stereotypes of women and their stereotypes of leaders, provides an explanation for these findings. This study establishes the negative influence of calling attention to a candidate’s attractiveness. In particular, a female candidate described as attractive are evaluated more negatively than a male candidate described as attractive and compared to male and female candidates, who are not described as attractive.
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关注女性政治候选人吸引力的负面影响
鉴于媒体对2008年总统大选中女性候选人外表的关注,本研究调查了呼吁关注女性候选人吸引力对选民评价的影响。目前的研究假设,指出候选人的吸引力可能会对随后的投票可能性评估和报告产生负面影响,尤其是对女性候选人。角色一致性理论认为,对女性领导者的偏见证据是人们对女性的刻板印象和对领导者的刻板印象之间存在差异的结果,该理论为这些发现提供了解释。这项研究确定了引起注意对候选人吸引力的负面影响。特别是,被描述为有吸引力的女性候选人比被描述为具有吸引力的男性候选人受到更负面的评价,并且与未被描述为具吸引力的男性和女性候选人相比。
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来源期刊
Journal of Political Marketing
Journal of Political Marketing POLITICAL SCIENCE-
CiteScore
4.10
自引率
8.30%
发文量
15
期刊介绍: The Journal of Political Marketing aims to be the leading scholarly journal examining the latest developments in the application of marketing methods to politics. As the political world becomes more complex and interwoven, it is imperative for all interested parties to stay abreast of “cutting edge” tools that are used in unique and different ways in countries around the world. The journal goes beyond the application of advertising to politics to study various strategic marketing tools such as: Voter segmentation Candidate positioning Use of multivariate statistical modeling to better understand the thinking and choices made by voters.
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