Men in the Office, Women in the Kitchen? Contextual Dependency of Gender Stereotype Activation in Spanish Women

Lemus, Soledad; Moya, Miguel; Lupiáñez, Juan; Bukowski, Marcin
June 2014
Sex Roles;Jun2014, Vol. 70 Issue 11-12, p468
Academic Journal
In a set of two studies, we tested whether gender-stereotypical associations are automatically activated by Spanish women in a categorization task, and how this process is conditioned by the context in which the target is presented (kitchen vs. office). We hypothesized that gender stereotypes would be activated implicitly when the target (men vs. women) appeared in an office context (associated with male dominant roles), but not when they appeared in a kitchen context (traditionally associated with female roles). The studies were conducted with two samples ( N = 44; N = 47) of female undergraduate students from the University of Granada (Spain). In both studies, a priming effect was found, indicating that a traditional, role-congruent stereotype pattern (men-competence, women-warmth) emerged when primes appeared in an office context, but not in a kitchen context. Further, negative competence traits were evaluated faster when a male prime was presented in the context of a kitchen (role-incongruent). The purpose of Study 2 was to clarify the implicit nature of this contextual contingency effect by manipulating the controllability of the priming effect (i.e., Stimulus Onset Asynchrony duration-SOA, and restricted response time). The results of Study 1 were replicated in only the short SOA condition, which implies faster and presumably less controlled processing of the stimuli. Theoretical implications for stereotyping and gender role research are discussed.


Related Articles

  • The Attributional Processes Association with Sex-Role Stereotyping. Kinicki, Angelo J.; Griffeth, Rodger W. // Academy of Management Proceedings (00650668);1983, p392 

    While controlling for methodological problems of previous research, the present study reexamined the issues regarding the interaction of sex-role stereotypes and sex-linked tasks on causal attributions. Although several significance main effects and interactions were found, the results failed to...

  • Taking Attitude into Account for the Gender Wage Gap: Compensating employees equally when gender role attitudes differ.  // Cornell HR Review;2012, p1 

    • In the U.S, men still earn more than women, and this effect is even more pronounced when considering gender role orientation-or the beliefs people have about the proper roles for men and women at work and home. • Men who view their gender role traditionally (to be the primary...

  • Gender Role Stereotyping in Radio Advertisements: A Portuguese and Cross-national Analysis. Neto, Félix; Santos, Ana // Journal of Radio Studies;Jun2004, Vol. 11 Issue 1, p131 

    Most previous research into gender role stereotypes in the mass media has concentrated on television or print Using content analysis, gender role stereotyping in radio commercials was examined. The goals of the study were to: (1) provide current data on level and content of gender stereotyping...

  • EFFECT OF SEX OF OWNER AND PERSONAL CIRCUMSTANCES ON ATTITUDES TOWARD A SERVICE ESTABLISHMENT. Martin, John; Roberts, Mary Lou // Advances in Consumer Research;1983, Vol. 10 Issue 1, p339 

    Women-owned businesses are an important social phenomenon. This experimental study finds that occupational sex-stereotyping does exist in the marketplace. The finding holds true whether subjects are male or female, sex-role traditional or contemporary, or psychologically masculine or feminine....

  • Sex bias in the boardroom. Schor, Susan M. // Academy of Management Executive;Aug95, Vol. 9 Issue 3, p80 

    The article reports on a study by Diana Bilimoria of Case Western Reserve University and Sandy Kristin Piderit of the University of Michigan which focused on the composition of board committees and possible sex bias. The researchers examined five characteristics for selecting committee members...

  • Cultural Sex-Role Expectations and Children's Sex-Role Concepts. Zuckerman, Diana M.; Sayre, Donald H. // Sex Roles;Aug82, Vol. 8 Issue 8, p853 

    Middle-class children between the ages of 4 and 8 were interviewed about their sex-role attitudes, in order to determine the extent to which recently changing cultural mores have influenced children's sex-role concepts. The children were asked about their career goals; the careers they would...

  • Symbolic sexism: superficial or serious bias? An investigation into images on patient call bells. Chapman, Laura RE; Mellow, Sara; Coombridge, Hannah // Medical Journal of Australia;Dec2019, Vol. 211 Issue 11, p514 

    Objectives: To determine whether gendered symbols on patient call bells are restricted to our hospital or are examples of an international practice that perpetuates gender stereotypes and occupational segregation.Setting: Multicentre, international study of hospital...

  • Nicknames and Sex Role Stereotypes. Phillips, Betty S. // Sex Roles;Sep90, Vol. 23 Issue 5-6, p281 

    Since nicknames are a very fluid component of language, they become a useful tool for revealing current sex role stereotypes. A study of 380 nicknames collected from 175 young women and men ages 14-19 shows that males assign most nicknames and males receive more names based on surnames; also,...

  • GIRLS VS. BOYS.  // Fast Company;Mar2012, Issue 163, p28 

    Letters to the editor are presented in response to the articles "The Case for Girls" and "The Next Steve Jobs Will Be a Chick," by Louis C.K.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics