Research on public opinion towards affirmative action shows that citizens often support the principle of equality while simultaneously rejecting policies that promote it in a pattern described as the “principle‐policy puzzle.” The scholarship also shows that ideology and prejudice towards the targeted group explain the puzzle with respect to racial affirmative action. In this article, we use unique survey questions included in the 2014 round of the AmericasBarometer in Brazil to show that citizens tend to support electoral gender quotas while rejecting gender‐based egalitarianism in a reversed version of the “principle‐policy puzzle.” We argue that a different type of gender attitudes, namely benevolent sexism, shapes support for gender quotas as well as for the principle of equality. While benevolent sexists tend to reject gender equality based on views about gender complementarity and stereotypes about women's purity, they also support quotas as policies to foster such values. Our findings suggest that even though the political and scholarly debates can provide sound normative reasons for the adoption of quotas across different contexts, public support for them often relies on paternalistic views and expectations about the role of women in politics.