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Cited by 680Social and Intergroup PsychologyMedia, Gender, and AdvertisingEducation, Achievement, and Giftedness

Consuming images: how television commercials that elicit stereotype threat can restrain women academically and professionally

Davies, Paul G., Spencer, Steven J., Quinn, Diane M., Gerhardstein, Rebecca·2002·Personality and Social Psychology Bulletin
DOI 10.1177/014616702237644
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Abstract

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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Crossref · 10.1177/014616702237644

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45 of 45 references verified0 citation errors · 0 not checkable

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  • Gender stereotypic commercials undermine women's leadership aspirations and their interest in quantitative relative to verbal majors and career paths.

    “Davies andcolleagues (2002, 2005) found that gender stereotypic commercials undermined women's leadership aspirations (Davies et al., 2005) as well as their interest in quantitative, relative to verbal, majors and career paths (Davies et al., 2002).”

    From Managing to clear the air: Stereotype threat, women, and leadership (2016) · cites this paper as Davies et al., 2002

  • Exposing women to gender stereotypic commercials results in deleterious threat responses with respect to professional and leadership aspirations.

    “For example, Davies and colleagues demonstrated that exposing women to gender stereotypic commercials (e.g., a female college student dreaming of becoming the homecoming queen or a young women demonstrating excitement over a new acne product) resulted in deleterious threat responses with respect to professional as well as leadership aspirations (Davies, Spencer, Quinn, & Gerhardstein, 2002;Davies,”

    From Managing to clear the air: Stereotype threat, women, and leadership (2016) · cites this paper as Davies, Spencer, Quinn, & Gerhardstein, 2002

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Authors
Davies, P. G., Spencer, S. J., Quinn, D. M., & Gerhardstein, R.
Affiliations
  • Stanford University (US)
  • University of Waterloo (CA)
  • University of Connecticut (US)
  • Florida State University (US)
Corresponding author
Davies, Paul G.
ORCID
Venue
Personality and Social Psychology Bulletin
Publisher
SAGE Publications
Published
2002-12
Volume
28
Issue
12
Pages
1615-1628
ISSN
  • 0146-1672 (ISSN-L)
  • 1552-7433
DOI
10.1177/014616702237644
OpenAlex
W2129425018
Cited by
680
References
45
Citations by year
2026: 14 · 2025: 12 · 2024: 16 · 2023: 29 · 2022: 23 · 2021: 29 · 2020: 109 · 2019: 33 · 2018: 25 · 2017: 29 · 2016: 35 · 2015: 32 · 2014: 26 · 2013: 38 · 2012: 33
FWCI
41.38
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
  • Personality and Social Psychology Bulletin (publishedVersion)
  • Library and Archives Canada (Government of Canada) (submittedVersion)
  • UWSpace (University of Waterloo) (submittedVersion)
Topics
  • Social Sciences › Sociology and Political Science › Social and Intergroup Psychology
  • Social Sciences › Gender Studies › Media, Gender, and Advertising
  • Social Sciences › Psychology › Experimental and Cognitive Psychology › Education, Achievement, and Giftedness
Keywords
stereotype threat, gender stereotypes, television advertising, mathematics achievement, self-relevance, career interest, gender gap in STEM

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