The Influence of Gender and Facial Appearance on Voting Practices

Women’s faces tend to naturally retain more neonate features than men. These features, such as a greater eye height, a smaller nose area, and a wider smile, would cause women to have more immature faces than males. Interestingly, women who have these facial features are often perceived as more attractive than women with mature facial features. These findings imply that women would be judged less competent than men, and that immature-faced women would be perceived as less competent and more attractive than mature-faced females. Given the direction of political leadership in our country, this has interesting implications for females that are vying for leadership positions. Thus, our study examined the effects of both candidate gender and facial features on voting likelihood, and perceptions of attractiveness and competence, by pairing pictures with neutral party platforms.

Candidate Quality and Voter Response in U.S. House Elections

We propose and test the implications of a two-dimensional concept of candidate quality in U.S. House elections. Strategic quality is composed of the skills and resources necessary to wage an effective campaign; personal quality is composed of the characteristics most ordinary citizens value in their leaders and representatives, such as personal integrity and dedication to public service. We employ district informants in studies of the 1998 and 2002 congressional elections to measure these qualities in candidates, and we merge mass survey data with the district informant indicators to assess constituents’ awareness and evaluation of House candidates, and voting choice. We find that awareness tends to be responsive to candidates’ strategic quality, and that incumbent evaluation is remarkably responsive to variation in personal quality, even taking into account the quality of challenger emergence. These and other findings appear to support a more positive view of citizen capacity than is common in the congressional elections literature, especially in light of the electoral security of House incumbents.

Marketing Social Change: A Comparative Historical and Methodological Analysis of Anti-Smoking Endeavors

Even though assessing social marketing endeavors proves to be challenging, evaluators can learn from previous campaigns and identify which facets of social marketing events, programs and campaigns need to be improved. Additionally, by analyzing social movements and evaluating how they connect to social marketing, we can gain a clearer view on ways to ameliorate the field of social marketing. As social marketing becomes increasingly sophisticated and similar to commercial marketing, there is hope that social marketing can yield higher rates of success in the future. Friend and Levy (2002) claimed that it was nearly impossible to compare social marketing endeavors using quantitative criteria and advocate the use of qualitative methods. However, if social marketing scholars developed a more systematic paradigm to assess events, programs and campaigns employing a combination of both quantitative and qualitative methods, then it would be easier to establish which social marketing efforts generated more success than others. When there are too many confounding variables, conclusions cannot always be drawn and evaluations may not be viewed as legitimate. As a result, critics become skeptical of social marketing’s value and both the importance and credibility of social marketing decline. With the establishment of proper criteria and evaluation methods, social marketing can progress and initiate more social change.