男性的性别成见会让女性退避三舍

Women's fear of being stereotyped by male service providers shapes their consumer choices, US, South Korean and Canadian researchers say。

Study authors Kyoungmi Lee of Yonsei University in South Korea, Hakkyun Kim of Concordia University in Montreal and Kathleen Vohs of the University of Minnesota said their research shows women avoid situations in which they fear they will be the brunt of the stereotype -- especially situations that involve male service providers in transactions that call for science, technology, engineering and math abilities。

"One of the most widely held stereotypes in North America is that women's competence and aptitude in science, technology, engineering, and math domains is less than men's," the study authors say in a statement。

The study, published in the Journal of Consumer Research, demonstrated that female consumers who are reminded of their gender identity expressed lower intentions to purchase service from firms that advertised themselves with male service providers。

"When the threat of being stereotyped is in the air, consumers become anxious when they contemplate transacting with outgroup vs. ingroup service providers if they are reminded of the negative gender stereotype in science, technology, engineering and math domains," the researchers say. "A rise in consumer anxiety, in turn, is the very driving force behind women's disinterest in transacting with male service providers or sales persons."一项由美国、韩国和加拿大的研究者共同发起的研究称，男服务提供者的性别成见可能会影响女性的消费选择。

这项研究是由韩国延世大学的李京美、 蒙特利尔康卡迪亚大学的金哈康以及明尼苏达大学的凯瑟琳•沃斯共同完成的，他们说结果表明女性会避开那些可能招致成见的情况，特别是那些有男服务提供者在场的，而且关乎科技、工程和数学能力的状况。

研究者们在一项声明中称：“北美地区最普遍的一项成见就是女性在科技、工程和数学领域的能力和禀赋不及男性。”

这项发表在《消费者研究期刊》的研究证明，如果企业启用男性来提供相关服务，并且意识到自己的性别身份，那么她们的购买欲望就会大打折扣。

研究者说：“一旦嗅到性别成见，意识到在科技、工程和数学领域的消极性别偏见时，消费者在考虑外群、内群的服务提供者交易时就会变得焦虑。而正是这种焦虑使得女性不愿意和男服务提供者或销售人员进行交易。”