Psychological Sources of Electoral Racism

Abstract

This paper examines the effect of racial cues on candidate perception and evaluation. In an experimental setting, we manipulated the race of a hypothetical candidate. Our causal model then examines how the candidate's race influences voters through stereotyping biases as well as the more affect-laden impact of racial prejudice. The experimental design affords many advantages over traditional survey research because we possess (1) complete control over the policy stands taken by the candidate and (2) an ability to eliminate confounds among the explanatory variables. We conclude by noting the pervasive influence of cognitive and affective expectations on black candidate perception and evaluation, and how these psychological biases might inhibit the formation of a nonracial, middle-of-the-road campaign by black candidates. Additionally, we note limitations of the experiment design and propose an agenda for future research.