The effects of sex-role ideology,self-esteem,and expected future interactions with an audience on male help seeking

Male subjects, purportedly being observed by an audience, received failure feedback while working on a task (rating dialogues for neuroticism). Help was readily available, from a male or female assistant, and the primary dependent variable was whether or not subjects requested help. Embarrassment was postulated as the major inhibitor of help seeking in this situation. Self-report measures of embarrassment and perceived accuracy were taken throughout the session. The independent variables were: task centrality (sex-role appropriateness), sex of assistant, expectation of future interaction with the audience, self-esteem, and sex-role ideology (“traditional” vs “feminist” beliefs). The principal results for help seeking were: high esteem traditional subjects sought help less frequently on the central (male) task and more frequently sought help on the peripheral (female) task; feminists did not differ in help seeking according to sex of task. Increased embarrassment was not generally associated with inhibition of help seeking. In fact, there was a trend for high embarrassment to be reported immediately before help was sought. To explain these results, two forms of embarrassment are distinguished — the embarrassment due to continued failure, which should result in seeking help to bring about success, and anticipated embarrassment involved in the act of seeking help, which should inhibit help-seeking behavior.