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Persuasion and gender: experimental evidence from two political campaigns

Author

Listed:
  • Vincenzo Galasso

    (Bocconi University
    Bocconi University)

  • Tommaso Nannicini

    (Bocconi University
    Bocconi University)

Abstract

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.

Suggested Citation

  • Vincenzo Galasso & Tommaso Nannicini, 2025. "Persuasion and gender: experimental evidence from two political campaigns," Public Choice, Springer, vol. 203(1), pages 183-204, April.
  • Handle: RePEc:kap:pubcho:v:203:y:2025:i:1:d:10.1007_s11127-024-01192-y
    DOI: 10.1007/s11127-024-01192-y
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    More about this item

    Keywords

    Gender differences; Political campaign; Randomized controlled trial; Voting;
    All these keywords.

    JEL classification:

    • D72 - Microeconomics - - Analysis of Collective Decision-Making - - - Political Processes: Rent-seeking, Lobbying, Elections, Legislatures, and Voting Behavior
    • J16 - Labor and Demographic Economics - - Demographic Economics - - - Economics of Gender; Non-labor Discrimination
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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