Damned if she does, damned if she doesn't: Consequences of accepting versus confronting patronizing help for the female target and male actor
Article first published online: 15 JUN 2011
Copyright © 2011 John Wiley & Sons, Ltd.
European Journal of Social Psychology
Volume 41, Issue 6, pages 761–773, October 2011
How to Cite
Becker, J. C., Glick, P., Ilic, M. and Bohner, G. (2011), Damned if she does, damned if she doesn't: Consequences of accepting versus confronting patronizing help for the female target and male actor. Eur. J. Soc. Psychol., 41: 761–773. doi: 10.1002/ejsp.823
- Issue published online: 16 SEP 2011
- Article first published online: 15 JUN 2011
- Manuscript Accepted: 20 APR 2011
- Manuscript Revised: 14 APR 2011
- Manuscript Received: 3 DEC 2010
Three studies examined how a woman's reaction to a man's benevolently sexist offer of help affected observers' perceptions. Results suggest a dilemma for women: A woman who accepted benevolently sexist help was perceived as warm but incompetent and less suited for a competence-related job (management consultant), whereas a woman who declined help and asserted her independence as a woman was perceived as competent but cold and less suited for a warmth-related job (day care worker). By contrast, observers viewed the male help-offerer especially favorably (warmer, more competent, and more qualified as a management consultant) when the female target accepted (versus confronted) his patronizing offer. But only perceivers who endorsed benevolent sexism showed these effects. Implications for challenging benevolent sexism are discussed. Copyright © 2011 John Wiley & Sons, Ltd.