PMID: 9523410Apr 2, 1998Paper

Self-promotion as a risk factor for women: the costs and benefits of counterstereotypical impression management

Journal of Personality and Social Psychology
Laurie A Rudman

Abstract

Three experiments tested and extended recent theory regarding motivational influences on impression formation (S. T. Fiske & S. L. Neuberg, 1990; J. L. Hilton & J. M. Darley, 1991) in the context of an impression management dilemma that women face: Self-promotion may be instrumental for managing a competent impression, yet women who self-promote may suffer social reprisals for violating gender prescriptions to be modest. Experiment 1 investigated the influence of perceivers' goals on processes that inhibit stereotypical thinking, and reactions to counterstereotypical behavior. Experiments 2-3 extended these findings by including male targets. For female targets, self-promotion led to higher competence ratings but incurred social attraction and hireability costs unless perceivers were outcome-dependent males. For male targets, self-effacement decreased competence and hireability ratings, though its effects on social attraction were inconsistent.

Citations

Jul 31, 2013·PloS One·Jevin D WestCarl T Bergstrom
Feb 17, 2010·Journal of Women's Health·Carol IsaacMolly Carnes
Nov 26, 2010·Academic Medicine : Journal of the Association of American Medical Colleges·Carol IsaacMolly Carnes
Sep 1, 2012·Journal of General Internal Medicine·Linda H PololiEdward Krupat
Sep 6, 2012·CBE Life Sciences Education·Carol IsaacMolly Carnes
Dec 26, 2006·Annals of the New York Academy of Sciences·Nancy Felipe Russo, Angela Pirlott
Apr 27, 2019·Frontiers in Psychology·Sarah E ButterworthKyle C Fraser

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