"Women in quantitative fields risk being personally reduced to negative stereotypes that allege a sex-based math inability. This situational predicament, termed stereotype threat, can undermine women’s performance and aspirations in all quantitative domains. Gender-stereotypic television commercials were employed in three studies to elicit the female stereotype among both men and women. Study 1 revealed that only women for whom the activated stereotype was self-relevant underperformed on a subsequent math test. Exposure to the stereotypic commercials led women taking an aptitude test in Study 2 to avoid math items in favor of verbal items. In Study 3, women who viewed the stereotypic commercials indicated less interest in educational/vocational options in which they were susceptible to stereotype threat (i.e., quantitative domains) and more interest in fields in which they were immune to stereotype threat (i.e., verbal domains)."
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Original Language: English
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Davies, P. G., Spencer, S. J., Quinn, D. M., Gerhardstein, R. (2002). "Consuming images: How television commercials that elicit stereotype threat can restrain women academically and professionally", Personality and Social Psychology Bulletin, 28, p. 1615.
https://en.wikiquote.org/wiki/Media_and_gender
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Media and gender
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