GENDER STEREOTYPES AND WOMEN'S REPORTS OF LIKING AND ABILITY IN TRADITIONALLY MASCULINE AND FEMININE OCCUPATIONS

Gender stereotypes were examined for their causal influence on women's reported liking for and perceived ability to succeed in traditionally masculine and feminine occupations. One hundred twenty-one women were assigned to either a gender-stereotype activation or filler task and then completed measures of liking for, and perceived ability to succeed in, traditionally masculine and feminine occupations. Strongly gender-identified women showed significantly greater liking for feminine occupations in the stereotype-activation condition than in the control condition. However, more weakly identified women did not show the same effect. In contrast, women weak in gender identification reported an increase in perceived ability for feminine occupations when stereotypes were activated than in the control condition. Activating gender stereotypes did not shift reported liking or perceived ability in traditionally masculine occupations. These results demonstrate the theoretical and practical importance of gender stereotypes on women's career-related attitudes.