Persistence of voice pitch bias against policy differences

Official URL: https://dx.doi.org/10.1017/psrm.2023.51

We use an online experiment to study the relative effect on voter behavior of a candidate's voice pitch and policy stance. We demonstrate a strong voice-pitch bias: between candidates who are identical in every other aspect, voters are more likely to choose the one with the lower voice-pitch, and more so in elections between men than women candidates. We then introduce a novel phenomenon: persistence of voice-pitch bias is the amount of policy difference needed to compensate for voice-pitch bias. While persistence is also gender-dependent, the effect is now reversed: voice-pitch bias is more persistent in elections between women than men candidates. As a possible mechanism, we show that voters perceive candidates with lower voice-pitch as more competent and trustworthy.