Persistence of Voice Pitch Bias Against Policy Differences

Abstract

We use an online experiment to study the relative effect on voter behavior of candidate voice pitch and policy differences between candidates. We first demonstrate a strong voice pitch bias: in an election between candidates who are identical in every aspect but voice pitch, voters are significantly more likely to choose the one with the lower voice pitch. Voice pitch bias is higher 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. Finally, as a possible mechanism we show that voters perceive candidates with a lower voice pitch as more competent and trustworthy. Our findings are robust against voters' gender and other socio-economic characteristics.

Keywords: voice pitch bias, persistence, voting, perception, elections, online experiment