Why women's equal representation increases policy losers’ consent: Revisiting the double‐edged sword of procedural fairness

Abstract Studies show that procedural fairness in the form of equal representation has the potential to increase decision legitimacy. At the same time, several studies point to potential adverse effects, where, for instance, the equal inclusion of women in decision‐making bodies might serve to legitimize anti‐feminist decisions in particular. We argue that such conclusions result from a failure to consider the importance of outcome favorability, a factor long recognized to be of crucial importance in other fields of research. We incorporate outcome favorability theoretically and empirically in several experimental studies and show that what has previously been interpreted as a “dark side” of descriptive representation, instead should be viewed as the power of fair procedures to increase losers’ consent. We contribute to the literature on representation and legitimacy and show how appropriate research design and measurement can shape substantive conclusions on high‐stakes issues.