Appendix 1: Text of the Stimulus Articles and Candidate Photos

Headline: Race for Congress Turns Negative

While [Karen/Kevin] Bailey and [Tina/Tom] Larson have been neck and neck in the polls since August, the race for Congress just got a little more interesting. Earlier this week, [Republican/Democrat] [Karen/Kevin] Bailey decided to stop playing nice and go negative. Bailey’s thirty-second spot, titled “Caters to Special Interests,” portrays [Democrat/Republican] Larson as a “puppet of special interest groups” who spends more time “catering to the needs of lobbyists and not the needs of voters.” Bailey’s ad marks a definitive departure from the relatively positive tone that has characterized the campaign thus far. While a campaign insider states that Larson was “shocked” that Bailey went negative first, the Democratic candidate is poised to release [his/her] own negative ad. The ad, titled “Reckless Spender,” argues that Bailey has “irresponsibly voted to increase taxes and increase spending” as the state’s budget deficit was increasing. Larson’s ad will air on prime time television just days after Bailey’s attack. By changing the tone of the campaign, Bailey hopes to change the minds of the voters. Whether the new negative ad strategy leaves voters with a positive message remains to be seen. Both candidates are evenly matched in political experience. [Tom/Tina] Larson, the [Democratic/Republican] Party’s nominee, has [his/her] own record of public service as a business owner and mayor. [Karen/Kevin] Bailey has served as a state senator before winning the [Democratic/Republican] Party’s nomination.

Stimuli were also tested with names reversed and images reversed. Results are consistent with reported findings.

Appendix 2: Measures

Vote For/Against

Is there anything in particular about Bailey/Larson that might make you want to vote AGAINST/FOR her/him? (yes/no)

Vote Choice

If LARSONand BAILEY were candidates for Senate in your state, which candidate would you be more likely to vote for? (Larson/ BAILEY/ I would not vote for either of these candidates)

Thermometer Evaluations

Next, please compare candidates LARSON and BAILEY on the scales below. If you like the candidate, place him close to the "I like this candidate A LOT" end of the scale. If you do not like the candidate, place him closer to the ``I do NOT like this candidate AT ALL'' end of the scale. [50 point scale]

Gender Stereotypes Scale (Rudman et al/Brooks 2011)

Next, please rank the two candidates on the following scales. Again, please list the first impression that comes to mind. [Scale from 0 to 7]

  • Scale 1: strong-weak
  • Scale 2: harsh-lenient
  • Scale 3: hard-soft
  • Scale 4: cold-warm
  • Scale 5: distant-caring

Huddy and Terkildsen (1993)

[All subjects rated each candidate; question wording directly from Huddy and Terkildsen 1993]

Based on what you know about [Bailey/Larson], how well do each of the following

adjectives describe her/him: very well, somewhat well, not very well, not well at all? Take

a guess if you're not sure.

[Order randomized, terms appeared on different pages of survey]

assertive / coarse / Tough / aggressive / stern / masculine
active / rational / self-confident / warm / Gentle
feminine / sensitive / Emotional / talkative / cautious