Contrast effects in the evaluation of the male sex role

Abstract

Female subject's personal evaluations of a traditional sex-typed male and a male expressing masculine and feminine interests and activities were influenced by the social context in which information from the two males was received. The subjects listened to the males' prerecorded responses to 10 questions on such topics as car repairs, career opportunities, and romantic interests, and then rated the stimulus persons on several personality dimensions. Subjects listened to the traditional and nontraditional male presented in context, or the traditional male alone or the nontraditional male alone. Consistent with previously reported results, the nontraditional male was frequently rated more favorably than his traditional counterpart. Contrast effects were also observed. That is, the nontraditional male presented in context was frequently rated more favorably than the nontraditional male presented alone. Implications of these findings for research on female therapist-male client relations were discussed.