Reinforcing Glass Ceilings

Women in traditionally masculine domains must deal with the shadow of doubt that accompanies stereotypes alleging a sex-based inability. The threat of being personally reduced to one of these gender stereotypes can evoke a disruptive state among women—a situational predicament called “stereotype threat.” The risk of experiencing stereotype threat in traditionally masculine fields (e.g., mathematics, leadership positions) can lead women to avoid those stereotype-relevant domains in an attempt to cope with the threat they impose. Employing gender stereotypic TV commercials to elicit the female stereotype, research discussed in this book examines the insidious effects that stereotype threat can have on women’s educational and vocational aspirations. A series of 5 studies confirm that exposure to stereotypic commercials persuades women to withdraw from domains that evoke stereotype threat while seeking those that are immune to stereotype threat. Methods for eliminating these noxious effects are discussed, which makes this book indispensable for academia (e.g., psychology, education, business) and for all women who want to thrive in traditionally masculine domains.