Is negative advertising effective for female candidates? An experiment in voters' uses of gender stereotypes

Female candidates sometimes are discouraged from negative campaigning because they would risk voter backlash by defying gender stereotypes. In this experiment, a negative television campaign advertisement was manipulated to control for the candidate's gender, issue content,and the character traits emphasized in the narration. The female candidate's support was not diminished because of the attack upon her opponent. The findings show that in low-information contests, female candidates are assumed to be weaker on "male" issues. However, when the female candidate used a "male" issue as the basis of an attack upon her male opponent, she was judged more competent on the issue. This suggests that negative advertising could be an effective tool to neutralize the disadvantages caused by gender stereotypes.