Do voters prefer gender stereotypic candidates? evidence from a conjoint survey experiment in Japan

Yoshikuni Ono, Yoshikuni Ono, Masahiro Yamada

Research output: Contribution to journalArticle

4 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)477-492
Number of pages16
JournalPolitical Science Research and Methods
Volume8
Issue number3
DOIs
Publication statusPublished - 2020

ASJC Scopus subject areas

  • Sociology and Political Science
  • Political Science and International Relations

Fingerprint Dive into the research topics of 'Do voters prefer gender stereotypic candidates? evidence from a conjoint survey experiment in Japan'. Together they form a unique fingerprint.

  • Cite this