Candidate Appearance Matters
Appearance matters – but not in the same way for male and female political candidates. Limiting this discussion to the beauty-relevant elements of Chiao, Bowman, & Gill’s 2008 study, being attractive has an effect on rates of voting for female candidates while appearing approachable has an effect on women’s rates of voting for male candidates (in a laboratory simulation). It is important to note that no other information about each candidate was given to the laboratory rater/voters.
- Stimuli were of actual political candidates
- Subjects were undergraduate students at Northwestern University
Interestingly, in the actual congressional elections, laboratory ratings of how competent and dominant faces appeared correlated with a candidate getting elected.
Chiao, J., Bowman, N., & Gill, H. (2008). The Political Gender Gap: Gender Bias in Facial Inferences that Predict Voting Behavior PLoS ONE, 3 (10) DOI: 10.1371/journal.pone.0003666
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