Choosing the best (wo)man for the job: The effects of mortality salience, sex, and gender stereotypes on leader evaluations

Abstract

The present research investigated the impact of death-related thoughts on preferences for male and female leaders and tested alternative predictions derived from terror management theory: the stereotype bias effect was predicted to result in a global preference for male leaders (Study1) and a preference for agentic leaders (Study 2), whereas the ingroup bias effect was predicted to result in women favoring female leaders and men preferring male leaders. These hypotheses were examined in two experimental studies wherein participants were presented with a mortality salience or control manipulation and subsequently presented with campaign statements from male and female gubernatorial candidates. Results from Study 1 were in accord with the enhanced ingroup bias predictions: under mortality salience women preferred and voted for the female candidate more so than the male candidate, while men showed the reverse preference. Results from Study 2, which also manipulated gender stereotypic traits of the candidates, support the enhanced stereotype bias effect: under mortality salience female participants preferred and voted for the agentic candidate regardless of sex, and males preferred the agentic male candidate. Results support previous TMT research demonstrating both ingroup bias and stereotype bias processes.