Benevolent sexist beliefs predict perceptions of speakers and recipients of a term of endearment

This study examined how endorsement of benevolent sexist ideologies predicts perceptions of requesters who use a term of endearment and of the female addressees who comply with their requests. Undergraduate women who previously completed the Benevolent Sexism Scale as part of the Ambivalent Sexism Inventory were randomly assigned to one of four groups. They watched one of four videos in which a female addressee responded to a request that either included or did not include the term of endearment "hon"; the requester was either male or female. Participants then rated both actors' social likeability. Among participants who watched a woman respond to a female requester who addressed her with the term "hon," benevolent sexism scores predicted liking for the female responder and disliking of the female requester. Findings reflect the dissatisfaction of women who are high in benevolent sexism with women who act outside of traditional gender role expectations.