Persuasion and gender: experimental evidence from two political campaigns
通过调查实验和实地实验，研究男女选民对竞选宣传中正面与负面信息的反应差异，发现女性更受正面宣传影响而男性相反，且差异无法用性别认同或意识形态解释。
We investigate differential responses by gender to competitive persuasion in political campaigns. We implemented a survey and a field experiment during two mayoral elections in Italy. Eligible voters were exposed to a positive or negative campaign by an opponent. The survey experiment used on-line videos and slogans. The field experiment used door-to-door canvassing. In both experiments, gender differences emerge. Females vote more for the opponent and less for the incumbent when exposed to positive-as opposed to negative-campaigning. Males do the opposite. These differences cannot be explained by gender identification, ideology, or other voters' observable attributes. Supplementary Information: The online version contains supplementary material available at 10.1007/s11127-024-01192-y.