Gender benders and job contenders: cosmetics in selection contexts for women and men

Liana Bernard, Lauren S. Park, Larry R. Martinez, Kay Kulason
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Abstract

PurposeThe aim of the present study was to contribute to the workplace diversity literature by experimentally manipulating gender expression through the use of makeup among women and men to determine makeup's impact on interpersonal discrimination in a real-world job selection context.Design/methodology/approachIn an experimental field study, we applied either real (i.e. tinted) or placebo (i.e. transparent) cosmetic products to women and men confederate applicants. The women and men engaged in job inquiry and pre-interview conversations with store personnel in 136 retail stores across 3 shopping malls that were randomly assigned to one of 4 conditions in a 2 (confederate gender: women versus men) by 2 (cosmetic usage: real versus placebo) experimental design. The confederate applicants were accompanied by confederate observers and recorded interactions were later analyzed by naïve coders. The applicants, observers, and naïve coders rated interpersonal discrimination from store personnel in each interaction.FindingsAs hypothesized, women who enhanced their femininity through the use of makeup experienced significantly less interpersonal discrimination than women who did not. In contrast, there was no significant difference in interpersonal discrimination for men as a function of visual gender expression.Originality/valueThese findings highlight the pervasive gender norm expectations for women at work by examining gender non-conformity of women and men.
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性别扭曲者和工作竞争者:女性和男性选择语境中的化妆品
目的本研究的目的是通过实验操纵性别表达,在现实世界的工作选择中,通过使用化妆来确定化妆对人际歧视的影响,从而为工作场所多样性的文献做出贡献。设计/方法/方法在一项实验现场研究中,我们对女性和男性受试者使用真实(即着色)或安慰剂(即透明)化妆品。这些女性和男性在3个购物中心的136家零售店与店员进行了工作询问和面试前的对话,这些零售店被随机分配到4种条件中的一种(实验者性别:女性vs男性)× 2(化妆品使用:真实的vs安慰剂)的实验设计中。实验者由实验者观察员陪同,记录下的互动随后由naïve编码器进行分析。应聘者、观察员和naïve编码员在每次互动中对商店人员的人际歧视进行打分。研究结果假设,通过化妆来增强女性气质的女性比不化妆的女性经历的人际歧视要少得多。而男性的人际歧视在视觉性别表达上无显著差异。原创性/价值这些发现通过研究男女性别不一致的情况,突出了职场中普遍存在的对女性的性别规范期望。
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