There has been extensive research into the extent to which voters utilise short cuts based on gender and race stereotypes when evaluating candidates, but relatively little is known about how they respond to other background characteristics.We compare the impact of candidates' sex, religion, age, education, occupation and location/residence through a survey experiment in which respondents rate two candidates based on short biographies. We find small differences in the ratings of candidates in response to sex, religion, age and education cues but more sizeable effects are apparent for the candidate's occupation and place of residence. Even once we introduce a control for political party into our experimental scenarios the effect of candidate's place of residence continues to have a sizeable impact on candidate evaluations. Our research suggests that students of electoral behaviour should pay attention to a wider range of candidate cues.
Keywords: candidate evaluations; candidate traits; survey experimentsWe know relatively little about what socio-demographic characteristics voters value in election candidates -and the extent to which short cuts based on stereotypes matter when it comes to the way candidates are viewed by voters.The literature on candidate effects is large, but it is also partial and geographically skewed. There is a voluminous and sophisticated literature looking at some types of candidate characteristic, of which by far the most common are biological sex and race. But other characteristics are much less studied, and the majority of the literature draws on data from one country, the United States.