Surveys show that Latinos more strongly identify with their ethnic identities (i.e. national origin) than their pan-ethnic identity as “Latino/Hispanic.” Given the primacy of ethnic identity among Latinos, what impact does shared ethnic versus pan-ethnic identity between candidates and voters have on Latino vote choice? Studies suggest that an “identity-to-politics link” exists among Latinos; however, we believe the measurement of “co-ethnicity” should be reexamined. Using a survey experiment embedded in a module of the 2016 Cooperative Congressional Election Study, we randomize the ethnic, pan-ethnic, and partisan identification of a fictional male congressional candidate in a contest against a white non-Hispanic candidate to examine the role of shared ethnic identity on Latino vote choice. We find that Latinos, regardless of candidate partisanship, more strongly support co-ethnic candidates relative to candidates with whom they share a pan-ethnic identity. We also find that Latinos are significantly more supportive of a cross-ethnic Latino candidate compared to a pan-ethnic Latino candidate; and that Latinos are more likely to cross partisan lines to support a co-ethnic candidate. These results not only suggest that there exists a Latino “identity to politics” link, but that the extant scholarship has underestimated the size and scope of this electoral connection.
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