EFFECT OF SEX ROLE ATTITUDES ON SOCIAL ATTRACTION OF SELF-PROMOTING WOMAN
 
Takagi, A., Hitotsubashi University, Japan
 
This study investigated motivational influences on impression management (IM) dilemma that women face: Self-promotion is useful for the attribution of competence, but women who self-promote may suffer social reprisals for violating gender prescriptions to be modest. Previous studies examined the scope of IM dilemma and perceivers' goal as a moderator (Rudman 1998). It was hypothesized that outcome dependency might afford women relief from their IM dilemma. However, the effect of perceivers' goal might be moderated by individual differences of sex role attitudes. Perceivers who have egalitarian sex role attitude were expected to rate self-promoting women more favorably regardless of their goal. The purpose of this study is to investigate the effect of sex role attitude. The participants were 84 female university students in a psychology class. Scenario study was conducted. Participants were asked to evaluate a female target as a potential partner under motivated condition (accuracy-motivated vs. outcome- dependent goal). The primary dependent measures were social attraction, task aptitude, and hireability. The prediction was partially supported. Outcome dependency moderated the negative consequences of counterstereotypical behavior only when perceivers had less egalitarian sex role attitudes. Previous research suggested the possibility that individual differences of the scores on the Ambivalent Sexism Inventory (Glick & Fiske, 1996) would moderate the predicted effects. However, because the measure was unrelated to the dependent variables, they were not discussed. The further discussion will be presented.