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Ethnic Cues, Latino Skin Tone, and Voter Preferences: An Experimental Test

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  • Ben Anderson
  • Garrett Bird
  • Richard Kornrumpf
  • Maria Macaluso
  • Natasha Mundkur
  • Madison Swingholm
  • Jason Gainous

Abstract

Objective Research suggests that voters rely on cognitive heuristics to simplify the evaluative process. Such heuristics include candidate race and other visible characteristics. We set out to test whether Americans use Latino ethnicity as a heuristic to evaluate candidates, and whether the darkness of Latino candidates’ skin tone influences these judgments. Finally, we examine individual‐level partisan differences in the application of these heuristics. Methods We leverage a large sample posttest experimental design that manipulates candidate ethnicity and skin tone. Results Some respondents in our sample clearly use ethnicity as a heuristic but skin tone does not seem to matter. Democrats evaluated Latino candidates, regardless of skin tone, more positively than they did a white candidate. Republicans seemed immune to ethnic cues or skin tone. Conclusion These results shed light on how Latino ethnicity shapes voter preferences, but these tests need to be extended to cross‐sectional data.

Suggested Citation

  • Ben Anderson & Garrett Bird & Richard Kornrumpf & Maria Macaluso & Natasha Mundkur & Madison Swingholm & Jason Gainous, 2020. "Ethnic Cues, Latino Skin Tone, and Voter Preferences: An Experimental Test," Social Science Quarterly, Southwestern Social Science Association, vol. 101(5), pages 1920-1935, September.
    • Handle: RePEc:bla:socsci:v:101:y:2020:i:5:p:1920-1935
    DOI: 10.1111/ssqu.12845
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    References listed on IDEAS

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    1. Mason, Patrick L., 2004. "Annual income, hourly wages, and identity Among Mexican Americans and other Latinos," MPRA Paper 11326, University Library of Munich, Germany.
    2. Carolyn A. Liebler & Sonya R. Porter & Leticia E. Fernandez & James M. Noon & Sharon R. Ennis, 2017. "America’s Churning Races: Race and Ethnicity Response Changes Between Census 2000 and the 2010 Census," Demography, Springer;Population Association of America (PAA), vol. 54(1), pages 259-284, February.
    3. White, Ismail K., 2007. "When Race Matters and When It Doesn't: Racial Group Differences in Response to Racial Cues," American Political Science Review, Cambridge University Press, vol. 101(2), pages 339-354, May.
    4. Rodolfo Espino & Michael M. Franz, 2002. "Latino Phenotypic Discrimination Revisited: The Impact of Skin Color on Occupational Status," Social Science Quarterly, Southwestern Social Science Association, vol. 83(2), pages 612-623, June.
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