Featured Research

from universities, journals, and other organizations

Not actually bad at math or auto repair? Women fear being stereotyped by male service providers

Date:
March 12, 2011
Source:
University of Chicago Press Journals
Summary:
Women prefer female service providers in situations where they might fall prey to stereotypes about their math and science abilities, according to a new study.

Women prefer female service providers in situations where they might fall prey to stereotypes about their math and science abilities, according to a new study in the Journal of Consumer Research.

Related Articles


"One of the most widely held stereotypes in North America is that women's competence and aptitude in science, technology, engineering, and math (STEM) domains is less than men's," write authors Kyoungmi Lee (Yonsei University, Korea), Hakkyun Kim (Concordia University, Canada), and Kathleen Vohs (University of Minnesota).

In their study, the authors demonstrate that stereotypes about women's STEM abilities shape women's consumer behavior. In particular, women shun situations in which they fear they will be the brunt of the stereotype, especially those that involve male service providers in transactions that call for STEM abilities.

For example, when women want advice on investments or on buying a car they may wonder if they will receive unfair treatment or become an easy target for manipulation. The authors demonstrated that female consumers who are reminded of their gender identity expressed lower intentions to purchase service from firms that advertised themselves with male service providers. This pattern occurred for a tax firm that touted its service with male investment advisors and also in automobile repair and purchases.

"When the threat of being stereotyped is in the air, consumers become anxious when they contemplate transacting with outgroup vs. ingroup service providers if they are reminded of the negative gender stereotype in the STEM domains," the authors write. "A rise in consumer anxiety, in turn, is the very driving force behind women's disinterest in transacting with male service providers or salespersons."

The research also led to an interesting way to reduce the anxiety related to the stereotype: vanilla scent. "In a vanilla-scented environment, the effect of possibly being stereotyped seemingly does not alter female consumers' intentions to transact with firms, even when the firms promoted themselves using male salespersons," the authors write.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Kyoungmi Lee, Hakkyun Kim, and Kathleen Vohs. Stereotypes Threat in the Marketplace: Consumer Anxiety and Purchase Intentions. Journal of Consumer Research, August 2011

Cite This Page:

University of Chicago Press Journals. "Not actually bad at math or auto repair? Women fear being stereotyped by male service providers." ScienceDaily. ScienceDaily, 12 March 2011. <www.sciencedaily.com/releases/2011/02/110214163104.htm>.
University of Chicago Press Journals. (2011, March 12). Not actually bad at math or auto repair? Women fear being stereotyped by male service providers. ScienceDaily. Retrieved November 28, 2014 from www.sciencedaily.com/releases/2011/02/110214163104.htm
University of Chicago Press Journals. "Not actually bad at math or auto repair? Women fear being stereotyped by male service providers." ScienceDaily. www.sciencedaily.com/releases/2011/02/110214163104.htm (accessed November 28, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Friday, November 28, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Tryptophan Isn't Making You Sleepy On Thanksgiving

Tryptophan Isn't Making You Sleepy On Thanksgiving

Newsy (Nov. 27, 2014) — Tryptophan, a chemical found naturally in turkey meat, gets blamed for sleepiness after Thanksgiving meals. But science points to other culprits. Video provided by Newsy
Powered by NewsLook.com
Are Female Bosses More Likely To Be Depressed?

Are Female Bosses More Likely To Be Depressed?

Newsy (Nov. 24, 2014) — A new study links greater authority with increased depressive symptoms among women in the workplace. Video provided by Newsy
Powered by NewsLook.com
Winter Can Cause Depression — Here's How To Combat It

Winter Can Cause Depression — Here's How To Combat It

Newsy (Nov. 23, 2014) — Millions of American suffer from seasonal depression every year. It can lead to adverse health effects, but there are ways to ease symptoms. Video provided by Newsy
Powered by NewsLook.com
Could Your Genes Be The Reason You're Single?

Could Your Genes Be The Reason You're Single?

Newsy (Nov. 21, 2014) — Researchers in Beijing discovered a gene called 5-HTA1, and carriers are reportedly 20 percent more likely to be single. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:

Strange & Offbeat Stories

 

Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins