Think Women, Think Warm: Stereotype Content Activation in Women with a Salient Gender Identity, Using a Modified Stroop Task

We examined whether a salient gender identity activates gender stereotypes along the dimensions of sociability and ability (Fiske et al. 2002). A sample of US undergraduates (40 men, 38 women) instructed to think about women subsequently took longer to name the colors of words associated with sociability than ability on a modified Stroop task. Solo women in another sample of US undergraduates (45 women) showed the same response pattern. Women in a third sample of US adults (20 men, 16 women) showed a similar pattern. Meta-analysis of the three samples suggests women with a salient gender identity experience relative activation of only the positive dimension of a stereotype (e.g. “woman” equals warm).