I Am Too Much of a Man to Be Artistic: Signaling Incompetence to Reduce the Threat of Being Associated With a Dissociative Group

Mohammed El Hazzouri, University of Manitoba, Canada
Sergio Carvalho, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
This research shows that the threat of being associated with a feminine stereotype impaired male participants’ performance in a gift-wrapping task, as a way of signaling that they do not have the artistic characteristic stereotypically linked to women. This effect disappears when men are cued with their ‘inartistic’ nature.
[ to cite ]:
Mohammed El Hazzouri, Sergio Carvalho, and Kelley Main (2011) ,"I Am Too Much of a Man to Be Artistic: Signaling Incompetence to Reduce the Threat of Being Associated With a Dissociative Group", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.