The “Gender Gap” in Voter Attitudes and Behavior: Some Advertising Implications

A study is carried out to examine the male/female differences in voting behavior, intention and beliefs. Hypotheses are generated from a review of the literature covering three areas: sex roles, innate differences and political participation. The results of the study are consistent with the more recent literature which suggests that the female is just as involved, interested and concerned about politics as the male is. Both females and males evaluate candidates primarily on the basis of personality and issues. The male, however, is more likely to act as an opinion leader. Implications for message strategies in political advertisements are made.