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Maternal Appeals in Politics: Their Effectiveness and Consequences A Maternal Appeals in Politics: Their Effectiveness and Consequences A DISSERTATION SUBMITTED TO THE FACULTY OF THE GRADUATE SCHOOL OF THE UNIVERSITY OF MINNESOTA BY Grace Deason IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY Dr. Eugene Borgida Dr. Christopher Federico July 2011 i Acknowledgements Each day of graduate school I have been grateful to someone who helped me, encouraged me, or made something possible that otherwise wouldn’t have been. I am happy to seize the opportunity to thank those people here. First, thanks to my advisors, Eugene Borgida and Christopher Federico, who I first encountered as names and impressive lists of accomplishments on a webpage and since then, have molded my mind in ways that have fundamentally changed me. Gene, your pioneering research on gender and political psychology made this project possible, and your commitment to linking research to social issues keeps social psychology fascinating and relevant. Your careful attention to the process and presentation of my research has improved this dissertation, and your support of my career pursuits has meant the world to me. Chris, I used to think that by the end of graduate school, I would know as much as you do about statistics and politics. Since that won’t happen, I am especially fortunate to have benefited from your unparalleled expertise over the past six years. Your practical, considered suggestions have greatly enriched this project. I am thankful to Marti Hope Gonzales, who graciously served as chair of my dissertation committee. Marti, your kind encouragement has helped me through many a rough day, and your expertise in content analysis has enriched my methodological toolbox. Like countless students before me, I expect to spend years aspiring to your level of writing prowess. Thanks also to Joanne Miller, who introduced me to political psychology in her graduate seminar, and served as my outside committee member. Joanne, I’m so pleased to have your input on this project. ii I was blessed to receive time and attention from other faculty who assisted at various stages with valuable advice and resources: Karlyn Kohrs Campbell, Alice Eagly, Laurel Elder, John Geer, Sally Kenney, Phyllis Moen, Virginia Sapiro, Abigail Stewart, Dan Wackman, and David Winter. Kjersten Nelson generously organized and shared her data from the 2004 campaigns, which made Study 1 possible. Library specialists Kim Clarke, Rafael Tarrago, and Suzanne Thorpe helped me obtain materials for Study 1. Monica Schneider and Angie Bos organized a fantastic gender and political psychology conference that injected energy into my work at the perfect time. I am particularly fortunate to have received research funding and professional guidance from Ellen Berscheid, whose healthy respect for simple experimental design has stuck with me throughout this project. I’m also grateful for suggestions and feedback I received from the Political Psychology Proseminar and Christopher Federico’s lab group, and for generous funding from the Political Psychology Minor and the University of Minnesota Graduate School. When I planned to create artificial campaign ads for this project, I had no idea what a massive task I had taken on. Thanks to my talented, tech-savvy friends Matty Tucker and Heather Pedersen and editing experts Laura Cervin and Michael Olson, my amateur campaign ads were not laughed out of the lab. Research assistants Erin Darsow, Alanna Hjortland, and Sandra Stenerson helped me write engaging and believable campaign ad scripts. Actors Sarah Guyer Brown, Robert Harmaan, Leander Dennison, Cleo Murphy, and Christy, Katie, and Joe Mahan played starring roles in exchange for little money and in one case, free chai. Erin Darsow, Jenna Heath, Alanna Hjortland, Dan Rump, Amanda Sesker, Sandra Stenerson, and Ariel Ward did the hard iii work of the project, reading and coding thousands of ad storyboards to create the dataset for Study 1; Jenna Heath also assisted with experimental data collection. John Easton staffed the Social and Behavioral Sciences lab where I collected data, and Pernu Menheer assisted with programming. Their help throughout the project was invaluable, and having their company in the lab was wonderful, too. I am thankful for the companionship of Paula Chesley, Emily Fisher, and Corrie Hunt, who met with me each week to evaluate our writing progress. Their friendship and the bottles of wine we shared made the process more fun. Thanks to Erik Girvan for keeping the ball rolling on our collaborative work and for stepping in to run participants in an emergency. Thanks also to Brad Lippmann, who keeps me informed about the political world through his facebook commentary, and to Damla Ergun and Anita Kim, my good friends and erstwhile workout buddies, for leading the way. My own unique family would never be confused with the idealized versions portrayed in political campaign ads, but I wouldn’t have it any other way. The gifted individuals who have surrounded me with love and inspiration for the past 29 years have shaped me and my work. My mother, Kristine Holmgren, is my ultimate role model. Her courage, creativity, and astounding talent form the backbone of my identity as a woman and a feminist. My father, Gary Deason, inspired me with his enthusiasm for interdisciplinary scholarship and paved the intellectual path for me to earn the fourth Ph.D. in our family (legend has it that he holds the other three). My sister, Claire Deason, is a passionate attorney who can break the maternal wall and bust through the glass ceiling with one firm kick of her Coach spike heel. Her love and support cross long distances undiluted. My partner in life, Alex Hiller, sets goals for himself that no iv sane person would pursue and exceeds them every time, making everything from remodeling a basement to running a marathon look easy. His ambition and persistence inspire me, and I’m grateful for his calming presence, goofy sense of humor, and fantastic French toast. Finally, thanks to the five amazing women who generate the stream of stories, parties, vacations, drama, and unadulterated glee that propel me through my life and my work: Elizabeth Braaten Palmieri, Heather Pedersen, Catherine Sheppard, Jessie Stepanek, and Aubry Walch. I couldn’t have done it without them. v Dedication For Alex, who promised to read the whole thing. vi Table of Contents Page Table of Contents vi List of Tables vii List of Figures ix List of Appendices xi Chapter 1: The Psychology of Maternal Appeals in Politics 1 Chapter 2: Candidates’ Use of Maternal Appeals in the 2004 Election 65 Chapter 3: Responses to Maternal Appeals 103 Chapter 4: Do Maternal Appeals Perpetuate Gender Stereotyping? 179 Chapter 5: Maternal Appeals in Politics: Theory and Practice 213 References 242 Appendices 267 vii List of Tables Number Title Page 2-1 Mean number of times candidates aired maternal appeals 90 2-2 Correlations between variables used to test Hypotheses 1 and 2 91 2-3 Correlations between variables used to test Hypothesis 3 92 2-4 Correlations between variables used to test Hypothesis 3 93 2-5 Visual maternal appeals as a function of candidate gender, party, 94 and feminine issues 2-6 Verbal maternal appeals as a function of candidate gender, party, 95 and feminine issues 2-7 Winning the election as a function of candidate gender, party, and 96 visual maternal appeals 2-8 Winning the election as a function of candidate gender, party, and 97 verbal maternal appeals 3-1 Means and Standard Deviations of Study Variables 153 3-2 Correlations between variables used to test Hypotheses 3 and 5 154 3-3 Correlations between variables used to test Hypothesis 4 155 3-4 Correlations between variables used to test Hypothesis 6 156 3-5 Feminine issue competence as a function of gender, party, and 157 maternal appeals 3-6 Masculine issue competence as a function of gender, party, and 158 maternal appeals 3-7 Candidate competence as a function of gender, party, and maternal 159 appeals 3-8 Candidate warmth as a function of gender, party, and maternal 160 appeals viii 3-9 Likelihood of voting for the candidate as a function of gender, 161 party, and maternal appeals 3-10 Gender schematicity and the effect of maternal appeals on the 162 likelihood of voting for the candidate 3-11 Benevolent sexism and the effect of maternal appeals on the 163 likelihood of voting for the candidate 3-12 Authoritarianism and the effect of maternal appeals on the 164 likelihood of voting for the candidate 3-13 Social dominance orientation and the effect of maternal appeals on 165 the likelihood of voting for the candidate 3-14 Maternal appeals and the weighting of feminine traits in vote choice 166 3-15 The effect of maternal appeals on social and political attitudes 167 3-16 The effect of maternal appeals on nurturant parent morality 168 3-17 Gender schematicity and the effect of maternal appeals on social 169 and political attitudes 3-18 Benevolent sexism and the effect of maternal appeals on social and 170 political attitudes 4-1 Means and Standard Deviations of Study Variables 202 4-2 Correlations between variables used to test Hypotheses 7 and 8 203 4-3 The effect of maternal appeals on gender stereotype activation 204 4-4 The effect of maternal appeals on ratings of job applicant’s 205 commitment 4-5 The effect of maternal appeals on ratings of job applicant’s 206 competence 4-6 The effect of maternal appeals on recommendations to hire job 207 applicant ix List of Figures Number Title Page 1-1 The theory of maternal politics
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