Gender Cues Research Articles

Straight but Not Narrow; Within-Gender Variation in the Gender-Specificity of Women's Sexual Response.

Gender differences in the specificity of sexual response have been a primary focus in sexual psychophysiology research, however, within-gender variability suggests sexual orientation moderates category-specific responding among women; only heterosexual women show gender-nonspecific genital responses to sexual stimuli depicting men and women. But heterosexually-identified or “straight” women are heterogeneous in their sexual attractions and include women who are exclusively androphilic (sexually attracted to men) and women who are predominantly androphilic with concurrent gynephilia (sexually attracted to women). It is therefore unclear if gender-nonspecific responding is found in both exclusively and predominantly androphilic women. The current studies investigated within-gender variability in the gender-specificity of women’s sexual response. Two samples of women reporting concurrent andro/gynephilia viewed (Study 1, n = 29) or listened (Study 2, n = 30) to erotic stimuli varying by gender of sexual partner depicted while their genital and subjective sexual responses were assessed. Data were combined with larger datasets of predominantly gyne- and androphilic women (total N = 78 for both studies). In both studies, women reporting any degree of gynephilia, including those who self-identified as heterosexual, showed significantly greater genital response to female stimuli, similar to predominantly gynephilic women; gender-nonspecific genital response was observed for exclusively androphilic women only. Subjective sexual arousal patterns were more variable with respect to sexual attractions, likely reflecting stimulus intensity effects. Heterosexually-identified women are therefore not a homogenous group with respect to sexual responses to gender cues. Implications for within-gender variation in women’s sexual orientation and sexual responses are discussed.

Girl Cartoons Second Wave: Transforming the Genre

The US girl cartoon genre began in the 1980s with the Federal Communication Commission’s deregulation of television, allowing the programming of toy-based cartoons. The toy industry’s gender binary of girl toys vs boy toys was translated into the definitive split of girl cartoons and boy cartoons. This first wave of girl cartoons defined the gender normative parameters that would identifiably label a cartoon program as a girl cartoon: rainbow unicorns and star sparkles in friendship communities with motivational girl leaders that displayed confidence, determination and savvy while processing emotions and solving conflicts through communication. These characters were young girls, not teenagers or young adults with developed bodies. It is rarely addressed that these cartoon characters presented an empowered girl media product in popular culture a decade before the nomenclature ‘Girl Power’, and did so sans sexualization. In this article, the author discusses the second wave of girl cartoons that came about with US television’s cartoon renaissance in the 1990s. This research explores the ways that lead girl characters were newly portrayed and how they evolved from the girl cartoon representations in the first wave era. Along with the representation of empowered girl characters, this research identified a feminine triptych. In character settings with more than one girl lead, the feminine portrayals were represented in the triptych of the beauty, the brains and the brawns. This research also revealed a persistent glitch to the empowerment of girl cartoon protagonists in the form of secondary characters, identified as mean girls and misogyny boys or no-homo boys. Another shortcoming is identified as boobs and boyfriends, to demonstrate the compulsion to give characters above the age of 12 sexualized bodies and heteronormative relationships. Several cartoon episodes of The Powerpuff Girls, Maggie and the Ferocious Beast, Dora the Explorer, Ni Hao- Kai Lan, Franny’s Feet, Lilo and Stitch: The Series, Maya & Miguel, Word Girl and Mighty B! are textually analyzed to document both verbal and visual gender cues.

Selected dimensions of service gender: a study of perceptions of Generation Y

Purpose – This paper aims to investigate how changes in technology and gender roles have changed Generation Y’s (Gen Y) perception of the gender of services from previous studies. Although the past 20 years have seen substantial changes in service delivery methods in addition to changes in the traditional roles of gender and households, in many ways, businesses continue to deliver products and services to their customers using traditional marketing techniques. Design/methodology/approach – Survey data were collected using a sample of 190 responses. Findings – Results indicate that consumers will consistently identify services as having gender, that consumers will rate service gender consistent with the perceived typical consumer of a service and that consumers will rate service gender consistent with the gender of their front-line employee. Online/automated services are also gendered. High-contact services have stronger gender identity than low-contact services. Congruence of consumer and service gender is more important to men than women. Practical implications – This study suggests that managers must understand gender identity of their services as well as cues that suggest gender relating to consumers and front-line employees. Automated and online services also must be positioned to give correct gender cues, particularly to male markets. Originality/value – This is one of the few studies to explore the gender identity of services and the first study to consider service gender in approximately two decades. Additionally, it is the first study to explore gender in automated delivery/online services as well as high/low-contact services, and the first study to gauge service gender perceptions of Gen Y.

Gender-Specificity of Genital Response and Self-Reported Sexual Arousal in Women Endorsing Facets of Bisexuality

Gender-specific sexual arousal has been examined in women with sexual attractions toward predominantly women or men, but not in women reporting sexual attractions to both genders. In this study, women who endorsed one or more facets of bisexuality—sexual orientation, sexual identity, romantic attraction, sexual fantasy, sexual behavior—listened to narratives describing sexual and nonsexual interactions with female and male partners while their genital response and self-reported sexual arousal were assessed. Contrary to expectations, across the bisexuality facets, female gender cues produced a greater degree of genital response and self-reported sexual arousal than male gender cues, regardless of the number of facets of bisexuality that were endorsed. This pattern of results replicates those obtained by Timmers, Bouchard, and Chivers (2015) using audiovisual stimuli. Implications for our understanding of women's sexual attractions and response are discussed.

Effects of Gender and Sexual Activity Cues on the Sexual Responses of Women with Multidimensionally Defined Bisexuality

Literature examining gender-specificity of sexual response has not investigated the sexual arousal patterns of women with mixed-gender sexual interests. This study examined the genital and self-reported sexual response of women endorsing one or more dimensions of bisexuality (i.e., sexual identity, sexual attractions, romantic attractions, sexual fantasies, sexual behaviors) in response to audiovisual films that varied by gender and sexual activity level. Contrary to hypotheses, women exhibited and reported greater sexual response to female than male stimuli, for all dimensions of bisexuality. Consistent with our hypotheses and previous research, women's sexual responses generally increased with the level of sexual activity occurring in the films. Implications for our understanding of women's sexual response and sexual interests are discussed.

Spatial release of cognitive load measured in a dual-task paradigm in normal-hearing and hearing-impaired listeners.

This study investigated whether spatial separation between talkers helps reduce cognitive processing load, and how hearing impairment interacts with the cognitive load of individuals listening in multi-talker environments. A dual-task paradigm was used in which performance on a secondary task (visual tracking) served as a measure of the cognitive load imposed by a speech recognition task. Visual tracking performance was measured under four conditions in which the target and the interferers were distinguished by (1) gender and spatial location, (2) gender only, (3) spatial location only, and (4) neither gender nor spatial location. Results showed that when gender cues were available, a 15° spatial separation between talkers reduced the cognitive load of listening even though it did not provide further improvement in speech recognition (Experiment I). Compared to normal-hearing listeners, large individual variability in spatial release of cognitive load was observed among hearing-impaired listeners. Cognitive load was lower when talkers were spatially separated by 60° than when talkers were of different genders, even though speech recognition was comparable in these two conditions (Experiment II). These results suggest that a measure of cognitive load might provide valuable insight into the benefit of spatial cues in multi-talker environments.

Racializing Gender: Public Opinion at the Intersection

Efforts to understand the political implications of categorical prejudices—like racism and sexism—are complicated by the intersectional nature of social groups. Evaluating attitudes toward members of a single social category (e.g., African-Americans) in isolation can produce misleading conclusions, as racial cues commonly coincide with gender cues and create meaningful subgroups (McConnaughy and White 2014). The idea that different subgroups of women experience distinctive forms of discrimination is reflected in the concept of “double jeopardy.” Double jeopardy suggests that black and Hispanic women experience discrimination differently from white women or men of color because they simultaneously belong to a low-status gender group and a low-status racial/ethnic group (King 1988; Levin et al. 2002; cf. Sidanius and Veniegas 2000). As a result, women who are racial or ethnic minorities face a cumulative discrimination that extends beyond racism or sexism alone (King 1988; Purdie-Vaughns and Eibach 2008).

Intersecting Race and Gender Cues are Associated with Perceptions of Gay Men's Preferred Sexual Roles.

Preferences for anal sex roles (top/bottom) are an important aspect of gay male identity, but scholars have only recently begun to explore the factors that covary with these preferences. Here, we argue that the gendered nature of both racial stereotypes (i.e., Black men are masculine, Asian men are feminine) and sexual role stereotypes (i.e., tops are masculine, bottoms are feminine) link the categories Asian/bottom and the categories Black/top. We provide empirical evidence for these claims at three levels of analysis: At the cultural level based upon gay men's stereotypic beliefs about others (Study 1), at the interpersonal level based upon gay men's perceptions of others' sexual role preferences (Study 2), and at the intrapersonal level based upon racially diverse men's self-reported sexual roles on a public hookup website (Study 3). These studies offer the first systematic evidence of linkages between race categories and sexual roles in gay male communities.

Does the ending matter? The role of gender-to-ending consistency in sentence reading

In many languages, during language comprehension the cognitive system needs to recover grammatical gender features in order to identify agreement dependencies established between different sentence constituents. A two-route model proposes that gender can be retrieved either lexically or computing its correlations with the word-form. However, evidence supporting this model has been collected thus far only with metalinguistic tasks on isolated nouns or word pairs. The present ERP study was aimed at testing whether the system is sensitive to gender formal cues within a sentence context. Specifically, we investigated the time course of gender processing in sentence reading where the target nouns could show a reliable gender-related ending (i.e., transparent nouns) or an ambiguous ending (i.e., opaque nouns). The results showed a greater central-anterior negativity for transparent nouns than for opaque nouns between 200ms and 500ms, suggesting that the system can rapidly detect reliable formal cues to gender. In addition, gender agreement violations showed a LAN-P600 pattern that was not modulated by the gender-to-ending consistency. Taken together, these results confirm that also during sentence comprehension, distributional gender cues conveyed by noun endings can be detected. This finding is compatible with the existence of a form-based route. The formal cues to gender are detected at an early stage, this probably being part of the word recognition process. Whereas this distributional information does not seem to be crucial in computing agreement dependencies within a sentence context.

Gendered Facial Cues Influence Race Categorizations.

Race and gender categories, although long presumed to be perceived independently, are inextricably tethered in social perception due in part to natural confounding of phenotypic cues. We predicted that target gender would affect race categorizations. Consistent with this hypothesis, feminine faces compelled White categorizations, and masculine faces compelled Asian or Black categorizations of racially ambiguous targets (Study 1), monoracial targets (Study 2), and real facial photographs (Study 3). The efficiency of judgments varied concomitantly. White categorizations were rendered more rapidly for feminine, relative to masculine faces, but the opposite was true for Asian and Black categorizations (Studies 1-3). Moreover, the effect of gender on categorization efficiency was compelled by racial phenotypicality for Black targets (Study 3). Finally, when targets' race prototypicality was held constant, gender still influenced race categorizations (Study 4). These findings indicate that race categorizations are biased by presumably unrelated gender cues.

When women attack.

The common assumption that female candidates on the campaign trail should not go on the attack, because such tactics contradict gender stereotypes, has not received consistent support. We argue that in some circumstances gender stereotypes will favor female politicians going negative. To test this proposition, this study examines how gender cues affect voter reactions to negative ads in the context of a political sex scandal, a context that should prime gender stereotypes that favor females. Using an online experiment involving a national sample of U.S. adults (N = 599), we manipulate the gender and partisan affiliation of a politician who attacks a male opponent caught in a sex scandal involving sexually suggestive texting to a female intern. Results show that in the context of a sex scandal, a female candidate going on the attack is evaluated more positively than a male. Moreover, while female participants viewed the female sponsor more favorably, sponsor gender had no effect on male participants. Partisanship also influenced candidate evaluations: the Democratic female candidate was evaluated more favorably than her Republican female counterpart.

The Intersection of Gender-Related Facial Appearance and Facial Displays of Emotion

The human face conveys a myriad of social meanings within an overlapping array of features. Herein, we examine such features within the context of gender-emotion stereotypes. First we detail the pervasive set of gender-emotion expectations known to exist. We then review new research revealing that gender cues and emotion expression often share physical properties that represent a confound of overlapping features characteristic of low versus high facial maturity/dominance. As such, gender-related facial appearance and facial expression of emotions often share social meaning and physical resemblance. Thus, stereotypic and phenotypic information conveyed by the face are intertwined—sometimes confounded, sometimes clashing. We discuss implications of this work for gender-emotion stereotypes, as well as for emotion and face processing more generally.

Two sides of gender: ERP evidence for the presence of two routes during gender agreement processing

The present ERP study aimed at providing evidence for the existence of two routes in the brain for the processing of morphosyntactic features during language comprehension; a lexical route which retrieves grammatical properties stored in the lexicon without reliance on formal cues, and a form-based route that takes advantage of sub-lexical units strongly related to a specific grammatical class. In the experiment, we investigated grammatical gender agreement processing in Spanish article–noun word pairs using a grammaticality judgment task. Article–noun pairs either agreed or did not agree in gender. Noun transparency was manipulated such that the ending could be strongly associated with a specific gender class (i.e., transparent nouns) or not (i.e., opaque nouns). A visual half-field method was employed and ERPs were recorded in response to the target nouns in order to disentangle the initial hemisphere-specific computations of gender processing. ERP results showed that, while both hemispheres compute agreement dependencies, the left hemisphere is sensitive to the presence of formal gender cues at an early stage (i.e., 350–500ms) indicating the presence of a form-based route. The right hemisphere showed an ERP effect of transparency, but later than the left hemisphere (i.e., 500–750ms). These findings confirm the presence of two routes to gender, which can be differently used depending on the availability of transparent endings. In addition, the results showed hemispheric differences in the time course of the form-based route.

Age of Acquisition and Sensitivity to Gender in Spanish Word Recognition

Speakers of gender-agreement languages use gender-marked elements of the noun phrase in spoken-word recognition: A congruent marking on a determiner or adjective facilitates the recognition of a subsequent noun, while an incongruent marking inhibits its recognition. However, while monolinguals and early language learners evidence this gender-marking effect, late learners do not (Guillelmon & Grosjean 2001). The goals of this study were to determine whether early learners who are not dominant in the gender-marking language (Spanish) can use gender cues in spoken-word recognition and whether the ability of both early and late learners to do so is a function of the noun’s gender-marking transparency. Results of a word-repetition task, completed by 32 native Spanish speakers and 64 English-dominant early and late learners of Spanish indicate that both types of learners make use of gender cues during spoken-word recognition, and that gender-marking transparency may influence this process.

Gender Stereotypes and Corruption: How Candidates Affect Perceptions of Election Fraud

How do stereotypes of female candidates influence citizens' perceptions of political fraud and corruption? Because gender stereotypes characterize female politicians as more ethical, honest, and trustworthy than male politicians, there are important theoretical reasons for expecting female politicians to mitigate perceptions of fraud and corruption. Research using observational data, however, is limited in its ability to establish a causal relationship between women's involvement in politics and reduced concerns about corruption. Using a novel experimental survey design, we find that the presence of a female candidate systematically reduces the probability that individuals will express strong suspicion of election fraud in what would otherwise be considered suspicious circumstances. Results from this experiment also reveal interesting heterogeneous effects: individuals who are not influenced by shared partisanship are even more responsive to gender cues; and male respondents are more responsive to those cues than females. These findings have potential implications for women running for office, both with respect to election fraud and corruption more broadly, particularly in low-information electoral settings.

Gender-specific genital and subjective sexual arousal to prepotent sexual features in heterosexual women and men

Heterosexual women respond genitally to stimuli featuring both their preferred and nonpreferred genders, whereas men's genital responses are gender-specific, suggesting that gender cues are less relevant to women's sexual response. Instead, prepotent sexual features (exposed and sexually aroused genitals), ubiquitous in audiovisual sexual stimuli, may elicit automatic genital responses, thereby leading to a nonspecific sexual arousal pattern in women. To examine the role of stimulus potency in women's sexual response, we assessed heterosexual women's and men's genital and subjective sexual arousal to slideshows of prepotent stimuli (erect penises and aroused vulvas), non-prepotent stimuli (flaccid penises and female pubic triangles), and sexually neutral stimuli. Contrary to our hypotheses, both women and men demonstrated gender-specific genital and subjective sexual arousal, such that sexual arousal was greatest to prepotent male and female stimuli, respectively. This is the first study to demonstrate gender-specific genital responding in heterosexual women.

Communicating brand gender through type fonts

The marketing literature suggests that positioning a brand in terms of brand gender (i.e., brand masculinity and brand femininity) generates favorable consumer responses, yet there is little research on how brand gender perceptions arise. This research examines whether type font can be employed to create brand gender perceptions in the context of unfamiliar brands. Building on the theoretical framework of personality inferences based on static cues, three studies involving a range of type fonts, brand names, and product categories demonstrate that type font influences consumers’ perceptions of brand gender. Type font effects emerged for brand names presented in isolation (Study 1), brand names presented on signage (Study 2a), and brand names on product labels (Studies 2b and 3). Importantly, type font effects on brand gender persisted in the presence of a competing brand gender cue (i.e., brand name with gender associations), and type font and brand name influenced brand gender perceptions independently. A fourth study demonstrates that type fonts representing the brands influence consumers’ likelihood to recommend the brand. The article concludes with a discussion of theoretical and brand management implications.

A Preliminary Investigation into Effects of Linguistic Abstraction on the Perception of Gender in Spoken Language.

We investigated the role that linguistic abstraction may play in people’s perceptions of gender in spoken language. In the first experiment, participants told stories about their best friend and romantic partner. Variations in linguistic abstraction and gender-linked adjectives for describing their close others were examined. Participants used significantly more abstract language to describe men compared to women, possibly reflecting a gender stereotype associated with the dispositionality factor of linguistic abstraction. In a second experiment, a new group of participants judged the gender of the protagonists from the stories generated in Experiment 1, after the explicit linguistic gender cues were removed. Consistent with the dispositionality factor, linguistic abstraction moderated the effects of the gender stereotypicality of the context (masculine, feminine, or neutral) on participants’ gender judgments. Discussion focuses on the implications of the results for the communication of gender stereotypes and the effects of linguistic abstraction in more naturalistic language.

Early Processing of Gendered Facial Cues Predicts the Electoral Success of Female Politicians

This research examined how the typicality of gender cues in politicians’ faces related to their electoral success. Previous research has shown that faces with subtle gender-atypical cues elicit cognitive competition between male and female categories, which perceivers resolve during face perception. To assess whether this competition adversely impacted politicians’ electoral success, participants categorized the gender of politicians’ faces in a hand-tracking paradigm. Gender-category competition was indexed by the hand’s attraction to the incorrect gender response. Greater gender-category competition predicted a decreased likelihood of votes, but only for female politicians. Time-course analyses revealed that this outcome was evident as early as 380 ms following face presentation (Study 1). Results were replicated with a national sample, and effects became more pronounced as the conservatism of the constituency increased (Study 2). Thus, gender categorization dynamics during the initial milliseconds after viewing a female politician’s face are predictive of her electoral success, especially in more conservative areas.

Product Gender Perception and Gender Similarities in Generation Y- A Study

The purpose of this study is to explore Generation Y's consumer perception of product brand's gender and the degree to which different regions seek product gender similarity in the marketing mix, a cross-sectional research design using a survey to examine multiple constructs such as product gender perception, the need for product gender similarities and receptivity to product gender cues at a single point in time. A quantitative study of 200 self-completion questionnaires administered to 100 Andhra Pradesh and 100 Kerala respondents, the results of this study show that the need for product gender similarity is minimized in Generation Y. Therefore, rethinking the traditional gender stereotyping of products may have more consumer appeal by being marketed to both sexes, or at least to emphasize more of the products attributes and how they can fulfill the needs of the Generation Y consumers. This study further demonstrates a practical method for evaluating the gender of a product brand.