Which Appeal – “Mexican American” or “Latino” – Mobilizes Political Behavior? An Investigation of the Persuasiveness of Country-of-origin and Pan-Ethnics Appeals on Latino Electorates

• In Event: New Research in Latino Politics: Here and Abroad

Abstract

Does it matter if politicians appeal to voters as “Mexicans Americans” (i.e., Puerto Rican, Cuban, Salvadoran, etc.) as opposed to “Latinos/Hispanic?” Using a representative sample of Latinos from Latino Decisions, I present results on the effectiveness of these appeals indicated by their vote choice and on evaluating the candidate. Findings of this study suggest that country-of-origin appeals are effective relative to pan-ethnic appeals. Specifically, I find that those who are born in the U.S. and are English dominant are far less likely to support a candidate who appeal to their country-of-origin identities and then their foreign born and Spanish dominant counterparts. Moreover, I find that those who are older and non-college educated are more likely to evaluate the candidate more favorably than those who are younger and have acquired a college degree. Lastly, I find that high pan-ethnic and high country-of-origin identities operationalized as identity importance do not moderate respondent’s vote choice or evaluation of the candidates. The findings of my research have implications for understanding how elite rhetoric might successfully usher Latinos into the American electorate.

Author

• Chinbo Chong