Candidate Gender, Behavioral Style, and Willingness to Vote: Support for Female Candidates Depends on Conformity to Gender Norms

This article explores the impact that women's and men's nonverbal forms of communication have on voters' evaluations of political figures. The results indicate that nonverbal cues employed by female and male politicians during political speeches trigger both leadership and gender stereotypes. Furthermore, these behaviors produce different reactions among male and female viewers. Our results indicate that while female politicians are not generally stereotyped as being less agentic (strong leaders, aggressive, tough, confident, or decisive) than men, when they are observed using agonic (assertive, expressive, or choppy) hand movements, their assessments drop. Men demonstrating the same behavior see their leadership assessments improve. Nonverbal cues have little effect on gender-based stereotypes linked to communal qualities such as being caring, sociable, emotional, sensitive, and family oriented, but do impact willingness to vote for a candidate. Women are more likely to receive votes particularly from male respondents if they are calm and contained. Male candidates are more likely to be supported by both women and men when they communicate using assertive nonverbal behaviors.