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

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.



Citation:

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.

Authors

Mohammed El Hazzouri, University of Manitoba, Canada
Sergio Carvalho, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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