Despite considerable research, the theory of gender difference in electoral behaviour remains underdeveloped, especially in accounting for variation across elections. We focus on two aspects requiring particular attention: (1) accounts of gender difference, especially distinguishing between positional explanations, in which gender differences stem from men and women taking the same considerations into account, but having different positions on those considerations, or structural explanations, in which gender differences stem from men and women taking different considerations into account in making judgements; (2) the effects of electoral context in cuing gender as a consideration, thus stimulating or inhibiting the appearance of gender differences. We use a case study of the 1992 US presidential election, often labelled ‘The Year of the Woman’, to explore these problems.