The Electoral Consequences of Marriage and Motherhood: How Gender Traits Influence Voter Evaluations of Female Candidates

Recent literature largely dismisses the notion that voters engage in direct bias against women based on sex alone. Making a distinction between sex and gender, our theoretical expectations predict that female candidates who violate gender norms for marriage and motherhood will receive lower candidate evaluations, particularly so among voters who hold conservative beliefs about the proper role of women. We use a survey experiment to estimate the direct and conditional effects of gender traits and gender role beliefs on evaluations. Our results support the proposition that candidate traits, such as marital and parental status, can prime gender beliefs in the evaluative process.