Labels vs. Pictures: Treatment-Mode Effects in Experiments About Discrimination

Abstract

Does treatment mode matter in studies of the effects of candidate race or ethnicity on voting decisions? The assumption implicit in most such work is that such treatment mode differences are either small and/or theoretically well understood, so that the choice of how to signal the race of a candidate is largely one of convenience. But this assumption remains untested. Using a nationally representative sample of white voting-age citizens and a modified conjoint design, we evaluate whether signaling candidate ethnicity with ethnic labels and names results in different effects than signaling candidate ethnicity with ethnically identifiable photos and names. Our results provide strong evidence that treatment-mode effects are substantively large and statistically significant. Further, these treatment-mode effects are not consistent with extant theoretical accounts. These results highlight the need for additional theoretical and empirical work on race/ethnicity treatment-mode effects.