An examination of the promoter of gender role stereotype-activation based on terror management theory

Abstract

The purpose of this study is to examine the promoting effect of a fear of death on the activation of gender role stereotypes. Terror management theory proposes that when mortality is salient, people heighten the tendency to support their cultural worldview. Since stereotypes are considered to represent cultural worldview, a fear of death should increase the responses consistent with the stereotype. In this study, the activation of stereotypes regarding gender roles (e.g., "Housekeeping is a job for women.") was measured with an Implicit Association Test (IAT). Participants were 48 male undergraduate and graduate students. The results showed that the participants who completed the questionnaire implying mortality had a larger IAT effect than those who completed the questionnaire unrelated to mortality, and that death-related anxiety led to the activation of gender role stereotypes. It is claimed that terror management theory has theoretical value for studies on stereotype activation, as well as a function in justifying a system such as gender role in stereotype activation.