Playing the Woman Card: Ambivalent Sexism in the 2016 U.S. Presidential Race

Abstract

Late in the 2016 U.S. Presidential primary, Donald Trump attacked Hillary Clinton for playing the “woman’s card.” Theories of system justification suggest that attitudes about gender, particularly endorsement of hostile and benevolent sexism, likely shaped reactions to this campaign attack. Using a set of two studies, we find that hostile sexists exposed to the attack showed increased support for Trump and decreased support for Clinton. Benevolent sexists, however, reacted to Trump’s statements with increased support for Clinton, consistent with benevolent sexism’s focus on protecting women (Study 1). We further found that the woman card attack produced distinct emotional reactions among those with low and high levels of hostile and benevolent sexism. The attack also increased political participation among hostile sexists (Study 2). Our results offer new insights into the role of sexism in the 2016 presidential contest and further the discipline’s understanding of the gendered dimension of negative campaigning.