Honey,Sweetie, Dear: Terms of Endearment Communicate,Reflect, and Reinforce Sexism Toward Adult Women

Four studies demonstrated how terms of endearment (ToE; e.g., “honey,” “dear”) communicate, reflect, and reinforce sexism toward adult women outside of close relationships. Study 1 participants reported more negative reactions to ToE as their endorsement of benevolent sexism decreased, and older women reacted more negatively than men and younger women. In Study 2, an interviewer either used or did not use ToE when interviewing women from upper-level business classes. ToE use caused women relatively low in benevolent sexism to feel less positive, warm, and competent, whereas women higher in benevolent sexism were unaffected by the use of ToE. Shifting focus to ToE users, Study 3 participants read about a day in the life of a man protagonist (Tim) who did or did not use ToE. Participants inferred that Tim more strongly endorsed sexist attitudes and hierarchy-enforcing ideologies if he used ToE than if he did not. Finally, Study 4 showed that the more participants self-reported using ToE, the more they endorsed several of these sexist attitudes and ideologies. Altogether, this research demonstrates the deleterious effects of seemingly harmless language and extends knowledge about everyday sexism through language.