Persuasion and gender: experimental evidence from two political campaigns

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.