Date of Award
Bachelor of Arts
The present experimental study investigated the effect of stereotype activation on women's responses to a leadership situation. Participants were exposed to either gender-stereotypic or gender-counterstereotypic magazine advertisements picturing women and then performed a leadership task involving two confederate s. Results supported the prediction that participants exposed to stereotypic advertisements would exhibit more negative reactions to the leadership situation than those exposed to counterstereotypic advertisements such that they reported lower perceived performance, self-esteem, and well-being. Sex-role orientation moderated this effect such that' advertisements had a stronger effect on feminine-oriented participants' domain identification, intent to lead in the future, and experienced cognitive load than on masculine oriented participants' responses. In the opposite direction as predicted, participants in the gender-counterstereotypic condition indicated a higher relationship-oriented leadership style than those in the gender-stereotypic condition. Sex-role orientation moderated this effect such that feminine-oriented participants in the gender-counterstereotypic condition indicated a higher relation ship-oriented leadership style than participants in any other group.
Simon, Stefanie L., "The effects of stereotype activation on women's reactions to leadership situations, or, How reading Cosmo might prevent you from becoming CEO" (2007). Honors Theses. 1357.