Japan's demanding electoral system makes voters rely on irrelevant cues like candidate name complexity. By analyzing election data, researchers find that simpler names get more votes when the ballot requires writing full names and reduces useful partisan cues. In other systems with less voter strain, name simplicity doesn't impact results.

This discovery suggests: complex-name candidates might not underperform due to voter bias against them but because their complexity makes it harder for voters (under specific system pressures) to cast votes effectively.