Peter Glick | Kathryn Welds, PhD | Curated Research + Commentary

Madeline Heilman

Aaron Wallen

Women face workplace challenges when they “succeed” in traditionally-male roles, found New York University’s Madeline Heilman, Aaron Wallen, Daniella Fuchs and Melinda Tamkins.

Melinda Tamkins

They found that woman who are recognized as successful in roles dominated by men, are less liked than equally successful men in the same fields.

Tyler Okimoto

Successful women managers avoided interpersonal hostility, dislike, and undesirability when they conveyed “communal” attributes through behaviors, testimonials of others, or their role as mothers, found Heilman, with University of Queensland’s Tyler Okimoto.

Frank Flynn

This competence-likeability disconnect was demonstrated by Stanford’s Frank Flynn in a Harvard Business School case of Silicon Valley venture capitalist and entrepreneur Heidi Roizen, who was seen as competent but disliked.

Heidi Roizen

He and Cameron Anderson of UC Berkeley changed Heidi’s name to “Howard Roizen” for half of the participants who read the case.

Cameron Anderson

These volunteers rated Heidi and “Howard” on perceived competence and likeability.

Heidi was rated as equally highly competent and effective as “Howard,” but she was also evaluated as unlikeable and selfish.
Most participants said they wouldn’t want to hire her or work with her.

Whitney Johnson-Lisa Joy Rosner

Similar negative evaluations of accomplished women was illustrated in social media mentions of Sheryl Sandberg and Anne-Marie Slaughter,

Whitney Johnson, co-founder of Disruptive Advisors and her colleague Lisa Joy Rosner evaluated “Brand Passion Index” (BPI) for Sandberg, Slaughter, and Marisa Mayer over 12 months by:

Activity (number of media mentions),
Sentiment (positive or negative emotional tone),
Intensity (strong or weak sentiment).

These competent, well-known women were not liked, and were evaluated with harsh negative attributions based on media coverage and at-a-distance observations:

Marissa Mayer, Yahoo’s former CEO, was described as impressive and smart, and annoying, a bully,
Sheryl Sandberg, Facebook’s former COO, was characterized as excellent, successful working mom and bizarre,
Anne-Marie Slaughter, former director of Policy Planning at the U.S. State Department, was depicted as an amazing, successful mother and destructive, not a good wife,

Laurie Rudman

The competence-likeability dilemma was demonstrated in hiring behaviour experiments by Rutgers University’s Laurie Rudman and Peter Glick of Lawrence University.

Volunteers made “hiring decisions” for male and female “candidates” competing for a “feminized” managerial role and a “masculinized” managerial role.

Peter Glick

Applicants were presented as demonstrating:

Stereotypically male behaviors (“agentic”)
Stereotypically female behaviors (“communal”)
Both stereotypically male and female behaviors (“androgynous”).

Women who displayed “masculine” traits were viewed as less socially acceptable and were not selected for the “feminized” job.
However, this hiring bias did not occur when these women applied for the “male” job.

“Niceness” was not rewarded when competing for jobs: Both male and female “communal” applicants received low hiring ratings.
Combining niceness with agency improved the “hiring” outcome for “androgynous” female “applicants.”

Rudman and Glick noted that “… women must present themselves as agentic to be hirable, but may therefore be seen as interpersonally deficient.”
They advised women to “temper their agency with niceness.”

Linda Babcock

The competence-likeability disconnect is also observed when women negotiate for salary and position, reported by Linda Babcock of Carnegie Mellon.
Her research demonstrated negative evaluations of women who negotiate for salaries using the same script as men.

Deborah Gruenfeld

The likeability-competence dilemma may be mitigated by integrating powerful body language with appeasing behaviors that build relationships and acknowledge others’ authority, suggested Stanford’s Deborah Gruenfeld.

She posited that many women have been socialized to adopt less powerful body language including:

Smiling,
Nodding,
Tilting the head,
Applying fleeting eye contact,
Speaking in sentence fragments with uncertain, rising intonation at sentence endings.

Some people in decision roles expect women to behave in these ways, and negatively evaluate behaviors that differ from expectations.

Body language is the greatest contributor to split-second judgments (less than 100 milliseconds) of people’s competence, according to Gruenfeld.
She estimated that body language is responsible for about 55% of judgments, whereas self-presentation accounts for 38%, and words for just 7%.

Her earlier work considered body language on assessments of power, and more recently, she investigated gender differences in attributions of competence and likeability.

The likeability-competence conflict may be reduced when women give up physical space to convey approachability, empathy, and likeability, she noted.

Posing in more powerful positions for as little as two minutes can change levels of testosterone, a marker of dominance, just as holding a submissive posture for the same time can increase cortisol levels, signaling stress, according to Gruenfeld.
She suggested that women practice “the mechanics of powerful body language.”

Alison Fragale

Women’s competence-likeability dilemma is not mitigated by achieving workplace success and status.
University of North Carolina’s Alison Fragale, Benson Rosen, Carol Xu, Iryna Merideth found that successful women and men are judged more harshly for mistakes than lower status individuals who make identical errors.

Benson Rosen

Fragale’s team found that observers attributed greater intentionality, malevolence, and self-concern to the actions of high status wrongdoers than the identical actions of low status wrongdoers.
Volunteers recommended more severe punishments for higher status individuals.

Iryna Meridith

Wrongdoers who demonstrated concern for others, charitable giving, and interpersonal warmth built goodwill that could protect from subsequent mistakes.

-*How do you convey both likeability and competence?

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©Kathryn Welds

Corinne Moss-Racusin

Some women experience anxiety when required to showcase their accomplishments and skills.
They also understand that self-promotion, personal marketing, and “selling yourself” can be required to be achieve recognition and rewards at work, particularly in the U.S..

Gender norms about “modesty” can contribute to women’s discomfort in highlighting their accomplishments.
These implicit rules advocate that women:

hold a moderate opinion of their skills,
appear humble and avoid pretentiousness,
disclaim personal responsibility for success,
accept personal responsibility for failure.

Laurie Rudman

In contrast, many American men proactively showcase their skills, and observers see self-promoting men as “competent,” “capable,” and “confident.”
Men who do not advertise their successes generally experience “backlash” like women who self-promote, according to Skidmore’s Corinne Moss-Racusin, Julie Phelan of Langer Research Associates, and Rutgers’ Laurie Rudman.
They concluded that anyone who behaves contrary to expected gender stereotypes may be less favorably evaluated and advance more slowly in careers.

Marie‐Hélène Budworth

Women from cultures that value cooperation, collaboration, and collective accomplishment face limited career advancement if they conform to these norms in self-promoting work cultures, found York University‘s Marie‐Hélène Budworth and Sara L. Mann of University of Guelph.

Deborah A. Small

Likewise, women who adhere to implicit “female modesty” expectations are less likely to ask for promotions and salary increases.
This reluctance contributed to women’s long-term pay disparity according to University of Pennsylvania’s Deborah A. Small, Linda Babcock of Carnegie Mellon University, University of Maryland’s Michele Gelfand and Hilary Gettman.

Peter Glick

However, if women violate “modesty norms,” they can experience discrimination in hiring, promotion, and wages, reported Rutgers’ Rudman and Peter Glick of Lawrence University.
Likewise, Yale’s Victoria Brescoll noted that these “norm violators” can experience other adverse interpersonal consequences.

Mark Zanna

People who violate norms typically experience physical arousal including discomfort, anxiety, fear, nervousness, perspiration, increased heart rate, reported University of Waterloo’s Mark Zanna and Joel Cooper of Princeton.

However, if participants attribute this physical activation to “excitement” rather than norm violation, they were more likely to:

Engage in self-promotion,
Express interest in self-promotion,
More effectively describe their accomplishments.

Jessi L Smith

Despite women’s and some men’s career “double bind,” people can consciously communicate more effectively about their successes, demonstrated in studies by Montana State University’s Jessi L. Smith and Meghan Huntoon.

More than 75 women wrote sample essays for a merit-based scholarship valued up to USD $5,000.
One group was composed essays about their own accomplishments whereas another group wrote about another person’s accomplishments.

Andrew Elliott

They also completed Achievement Goal Questionnaire – Revised by University of Rochester Andrew Elliot and Kou Murayama of Tokyo Institute of Technology to evaluate “performance approach” and “performance avoidance.”

The laboratory contained a black box described as a “subliminal noise generator.”
Half the volunteers were told the box produced “inaudible but potentially uncomfortable ultra-high frequency noise,” and they were later asked to evaluate “the effects of extraneous distractions on task performance.”
The remaining participants received no information about the black box.

Victoria Brescoll

Women who could attribute their experience to the “noise generator” produced higher-quality, more convincing descriptions of their achievements, measured by being awarded significantly higher scholarships prizes.
These women also said they were more interested in the task, which is typically associated with greater intrinsic motivation to showcase personal accomplishments.

In contrast, women who violated the “modesty” norm without reference to the “noise generator” said they:

Reported less interest in describing their achievements,
Negatively evaluated their performance,
Produced lower-quality essays,
Reported fear of failure.

Women perceived as displaying their accomplishments in essays were negatively evaluated by judges, who awarded significantly less to people wrote about their own accomplishments rather than about someone else’s.

Leon Festinger

One “workaround” for this self-promotion trap is to reciprocally advocate for colleagues.
This strategy highlights colleagues’ accomplishments as organizational policies evolve to encourage everyone’s self-promotion.
An example is Google’s self-nomination process for advancement and promotion, coupled with reminder emails to submit self-nominations.

When people redefine showcasing their professional accomplishments as “part of the job,” they tend to perform more effectively and experience less cognitive dissonance.

How do you manage the norm against women “bragging” and showcasing their accomplishments?

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Kathryn Welds, PhD | Curated Research + Commentary

Consulting Organizational Psychologist | Change Consultant | Leadership+Career Master Coach | Coach Supervisor+Mentor Coach |

Tag Archives: Peter Glick

Women’s Self-Advocacy: Self-Promotion and Violating the “Female Modesty” Norm

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