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Table 1: Gender-Based Strategies
Male Congruent
(Female Incongruent)
Female Congruent
(Male Incongruent)
Traits
Leadership
Empathy
Issues
Defense/military, homeland security,
business related issues, jobs/economy,
crime
Education, poverty, health care,
abortion, less fortunate groups
Endorsements
Endorsements from prominent men
and men’s groups
Endorsements from prominent women
and women’s groups
Sources: (Alexander and Andersen 1993; Huddy and Terkildsen 1993; Lawless 2004; Leeper 1991; Matland 1994;
Rosenwasser and Dean 1989; Sapiro 1982)
Table 2: Manipulation Summary: Party
Instructions for Respondent
Republican
We have a website for you to browse for Christine Bevell, a candidate running for United
States Senate in the
Republican Party
primary in Michigan
Democrat
We have a website for you to browse for Christine Bevell, a candidate running for United
States Senate in the
Democratic Party
primary in Michigan
No Party Mention
We have a website for you to browse for Christine Bevell, a candidate running for United
States Senate in the primary in Michigan
Table 3: Manipulation Summary: Rhetoric
Incongruent
Congruent
Traits
Main Page Header
Bevell: A Michigan Leader
Bevell: A Caring and Compassionate
Michigander
Biography Page
Text written to emphasize leadership
Text written to emphasize empathy
Issues
Securing our Nation: Protecting Our
National Security at Home & Abroad
Supporting Education: Opening the
Door to Opportunity
Growing Our Economy: Delivering
Prosperity
Reforming Health Care: Cutting Costs,
Expanding Access & Improving
Quality
Prosecuting Crime: Protecting
Michiganders
Preserving the Lives of our Elderly
Endorsements
Dan Davis, Michigan Men's Health
Network & the Men's/Father's Hotline
Women Win, one of the nation's
largest political and grassroots network
and financial resource supporting
women running for elective office
John vanGalder, Holland business
owner
Lori vanImpe, Holland teacher and
former president of Holland Federation
of Teachers
Doug Peterson, state representative
Emily Peterson, state representative
More male than female state
representatives
More female than male state
representatives
Convention