TY - JOUR
T1 - Do voters prefer gender stereotypic candidates? evidence from a conjoint survey experiment in Japan
AU - Ono, Yoshikuni
AU - Yamada, Masahiro
N1 - Funding Information:
research was financially supported by the Japan Society for the Promotion of Science (JSPS) Grants-in-Aid for Scientific Research (17K03523; 26285036; 26780078) and the Kwansei Gakuin University Research Grant. Y.O. also received the JSPS Postdoctoral Fellowship for Research Abroad.
Publisher Copyright:
Copyright © 2018 The European Political Science Association.
PY - 2020
Y1 - 2020
N2 - The striking under-representation of women in Japan has been partly attributed to gender stereotypes and prejudice toward female leadership among voters. We examine whether and to what extent candidates get rewarded or punished when they deviate from the behavioral expectations associated with their gender roles and images. Our conjoint experiment results in Japan demonstrate that not only are female candidates disadvantaged compared to their male counterparts, but also that they could lose support when they diverge from gender-based behavioral expectations. Our findings suggest that female candidates face a difficult dilemma in that they must weigh the cost of losing support for failing to conform to gender-based expectations, against the general loss of support they would incur for conforming to these expectations.
AB - The striking under-representation of women in Japan has been partly attributed to gender stereotypes and prejudice toward female leadership among voters. We examine whether and to what extent candidates get rewarded or punished when they deviate from the behavioral expectations associated with their gender roles and images. Our conjoint experiment results in Japan demonstrate that not only are female candidates disadvantaged compared to their male counterparts, but also that they could lose support when they diverge from gender-based behavioral expectations. Our findings suggest that female candidates face a difficult dilemma in that they must weigh the cost of losing support for failing to conform to gender-based expectations, against the general loss of support they would incur for conforming to these expectations.
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U2 - 10.1017/psrm.2018.41
DO - 10.1017/psrm.2018.41
M3 - Article
AN - SCOPUS:85054952173
SN - 2049-8470
VL - 8
SP - 477
EP - 492
JO - Political Science Research and Methods
JF - Political Science Research and Methods
IS - 3
ER -
