Reversing Implicit Gender Stereotype Activation as a Function of Exposure to Traditional Gender Roles

We examined the influence of exposure to traditional gender roles on the activation of gender stereotypes in Spanish women. An associative procedure was used to expose participants to stereotypical vs. counterstereotypical gender roles, and a word categorization task with stereotypically feminine communal/warmth and stereotypically masculine agentic/competence trait words measured participants’ automatic responses. Results show that women exposed to traditional roles reverse the activation of gender stereotypes. That is, they activated competence/agency faster for female primes and warmth/communion faster for male primes in a subsequent task. The implicit stereotype reversal was predicted by participants’ endorsement of positive attitudes toward affirmative action policies. The results are discussed in terms of the motivational influence of perceived discrimination in intergroup relations.