Playing the Women’s Card: How Women Respond to Female Candidates’ Descriptive Versus Substantive Representation

Abstract

When presented the choice between a male and female candidate, it is commonly assumed that women prefer a female candidate. But as more policy and ideologically diverse women run for office, this assumption may not hold true. Using an experimental design embedded in a nationally representative survey, I test how voters respond to female candidates with ideologies and abortion positions similar and contrary to their own preferences. I find that women, generally, prefer a female candidate, but support for a female candidate among women decreases significantly when she has a contrary ideology or policy position. Whether women prefer descriptive or substantive representation also is conditioned on individual-level characteristics. This study advances our understanding of voters’ responses to female candidates’ varying ideological and issue positions, which is increasingly important as more women run for office. Although women are more likely than men to give female candidates the benefit of the doubt, not just any female candidate will do—she needs to appeal to women on issue and ideological grounds too.