What women want? Freedom from stereotypes
Old stereotypes die hard. According to a new study, some women still feel typecast as being inferior to men in the fields of science, technology, math or engineering.
When dealing with anyone from stock brokers to mechanics, the investigation found these women prefer doing business with other women in situations where they fear they are vulnerable to gender bias.
Published in the Journal of Consumer Research, the study “Stereotype Threat in the Marketplace: Consumer Anxiety and Purchase Intentions” was co-authored by researchers at Concordia University, the University of Minnesota and Yonsei University in South Korea.
“One of the most widely held stereotypes in North America is that women’s competence and aptitude in science, technology, engineering and math is less than men’s,” observes co-author Hakkyun Kim, a marketing professor at Concordia’s John Molson School of Business.
As part of their research, the co-authors found that stereotypes about women’s abilities shape their consumer behaviour. In particular, women shun situations where they fear being stereotyped – especially in fields where men dominate.
For example, when women want advice on investments or on buying a car, they may be concerned that they will receive unfair treatment or become an easy target for manipulation.
The authors found that female consumers expressed doubts about purchasing services from firms that advertised themselves with stereotypical male representations. Examples included a tax firm and automobile repair services that touted their enterprises with uniquely male advisors.
“When the threat of being stereotyped is in the air, consumers become anxious,” says Kyoungmi Lee of Yonsei University. “A rise in consumer anxiety, in turn, is the driving force behind women’s disinterest in transacting with male service providers or salespersons.”
Partners in research:
This research was partially supported by the McKnight Foundation.
Related links:
• Cited study
• Concordia’s John Molson School of Business
Media contact:
Sylvain-Jacques Desjardins
Senior advisor, external communications
University Communications Services
Concordia University
Phone: 514-848-2424, ext. 5068
Email: s-j.desjardins@concordia.ca
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