Voter responses to female candidates' voice pitch: Experimental evidence from Japan

Abstract

Politicians' voice pitch is known to affect voters' evaluation of the candidates in the US. But to what extent is this true outside of the American context? To address this question, we conducted an original survey experiment in Japan. Our findings are threefold. First, in contrast to previous studies, voters in Japan do not systematically prefer lower-pitched over higher-pitched female politicians. Second, our findings suggest heterogeneity in the effect of voice pitch by voters' gender - while Japanese women are indifferent as to female candidates' pitch levels, men are more likely to prefer female candidates who speak at lower pitch. Third, preliminary analyses reveal limited evidence that female candidates' political experience conditions the effect of voice pitch over voters' willingness to vote for that candidate. Our findings suggest that lowering pitch is likely to increase female candidates' electoral prospects by attracting male voters without backlash from female voters.