The design of election ballots can influence voters’ behavior. Features of the ballot are particularly important if they systematically harm the electoral chances of some groups. In Brazil, voters type the four or five-digit number of their chosen candidate into an electronic voting machine to cast a ballot. Some numbers have sequences that are easier to memorize and recall than others. I show that candidates with memorable numbers receive a boost in their vote share. Moreover, I demonstrate that women are less likely to be assigned memorable numbers. This paper highlights the importance of thinking thoroughly about the implications of seemingly innocuous characteristics of voting procedures.
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