Women often face gender bias and stereotypes when
running for office, which can include negative portrayals in the media, unequal campaign
financing, and biased voter perceptions.
Women remain underrepresented in political leadership in the United States and beyond. While abundant research has studied the possible impact of gender stereotypes on support for women candidates, our research finds that voters also withhold support for women candidates because they perceive practical barriers to women successfully attaining political leadership positions. We find that providing Democratic primary voters with evidence that women earn as much electoral support as men in US general elections increased intentions to vote for women candidates. Our results suggest that women face complex barriers that prevent gender equity in politics, and these barriers can be reduced when voters believe that Americans not only want but also will take action to support women candidates.
Progress toward gender equality is thwarted by the underrepresentation of women in political leadership, even as most Americans report they would vote for women candidates. Here, we hypothesize that women candidates are often disadvantaged by pragmatic bias, a tendency to withhold support for members of groups for whom success is perceived to be difficult or impossible to achieve. Across six studies (N = 7,895), we test whether pragmatic bias impedes women’s access to a highly significant political leadership position—the US presidency. In two surveys, 2020 Democratic primary voters perceived women candidates to be less electable, and these beliefs were correlated with lower intentions to vote for women candidates (Studies 1 and 2). Voters identified many reasons women would be less electable than men, including others’ unwillingness to vote for women, biased media coverage, and higher requirements to prove themselves. We next tested interventions to reduce pragmatic bias. Merely correcting misperceptions of Americans’ reported readiness for a woman president did not increase intentions to vote for a woman (Study 3). However, across three experiments (including one preregistered on a nationally representative sample), presenting evidence that women earn as much support as men in US general elections increased Democratic primary voters’ intentions to vote for women presidential candidates, an effect driven by heightened perceptions of these candidates’ electability (Studies 4 to 6). These findings highlight that social change efforts can be thwarted by people’s sense of what is possible, but this may be overcome by credibly signaling others’ willingness to act collectively.