A closer look at the complex structure of gender stereotypes

In the present paper an experimental design is introduced for the analysis of the conceptual categories used by subjects when stereotyping males and females. Subjects were asked to name as many familiar types of women and men as they could think of, and describe them in terms of various characteristic properties (e.g., traits, attitudes, interests, skills, and demographic features). The most frequently mentioned types were then sorted by a second sample according to their perceived similarity. Finally, a third group of subjects categorized the initial set of properties in terms of their relevance to either male or female types. Clustering and scaling analyses yielded a clear cut picture of the cognitive ordering principles underlying gender stereotypes. Distinct property clusters were found for the female and male types, underlining the important role of gender stereotypes in the knowledge base of the subjects.The authors would like to thank Kay Deaux for helpful comments on an earlier draft.