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Today, appearance is an integral aspect of a politician's image and personality and therefore his or her brand (Budesheim & DePaola, 1994; Sanghvi & Hodges, 2015; Smith & French, 2009). While appearance is critical to political marketing, most of the research focusing on appearance in politics is experimental in nature (Lenz & Lawson, 2011; Olivola & Todorov, 2010; Todorov et al., 2005). This study investigates the importance of appearance for marketing politicians through a qualitative interpretivist framework that offers implications for theory. Moreover, this chapter offers a specific focus on the importance of appearance for female politicians.

Research shows women face greater scrutiny on their appearance (Carlin & Winfrey, 2009; Sanghvi, 2018). This chapter examines myriad of issues women in politics face based on their appearance. It also examines how women have successfully managed the issue of appearance at local, state and national levels. Thus, this study delivers a multifaceted view of the topic and facilitates the understanding of how appearance management enters into the political marketing process.