Implicit self-concept and evaluative implicit gender stereotypes: Self and ingroup share desirable traits

  • Rudman L
  • Greenwald A
  • McGhee D
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Experiment 1 unexpectedly found sex differences in evaluative gender stereotypes (only men associated male with potency, and only women associated female with warmth). Experiment 2 dramatically reduced sex differences in gender-potency judgments when measures were redesigned to avoid implying that potency was positive (the concepts, strong and weak, were represented by evaluatively matched words - e.g., destroy vs. feeble, loud vs. quiet, and mighty vs. gentle). Experiment 3 tested the hypothesis that these sex differences were in the service of self-esteem, but found no correlation between own-gender-favorable stereotyping and implicit self-esteem. Rather, subjects showed a correlation between linking self to the favorable potency trait and linking own gender to that trait. Experiment 4 confirmed the correlation between implicit self-concept and gender stereotype using the contrast between potency and warmth for the implicit stereotype measure. In concert, results suggest that people possess implicit gender stereotypes in self-favorable form because of the tendency to associate self with desirable traits

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  • Laurie A. Rudman

  • Anthony G. Greenwald

  • Debbie E. McGhee

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