Gender stereotypes as a double-edged sword in political advertising: Persuasion effects of campaign theme and advertising style

摘要: Today, more women are seeking public office in elections at all levels. Studies have thus drawn attention to the use of political advertising by female candidates. In current research, we explore persuasion effects gender stereotypes. Gender stereotypes proposed be either an asset or a liability depending on particulars campaign theme and style. Through two experiments (with samples 281 270 eligible voters, respectively), participants made inferences about unfamiliar candidates based stimuli manipulated ad. Campaign was contexts candidates’ gendered personality traits issue domain. Administration performed via shopping mall intercept method. The experimental results indicated that congruity between candidate would enhance positive Female showing ‘feminine’ traits, focusing ‘soft’ issues, could encourage voters’ favourable evaluations ...