Perceptions of Gender Congruent versus Gender Incongruent Workers in the Service Industry
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This study examined perceptions of male and female service workers in gendered occupations using the stereotype content model and measures of customer service. Respondents were asked to answer questions pertaining to warmth and competence about a hypothetical female or male in either a feminine (hairdressing or daycare) or masculine (auto-mechanic or car sales) occupation. In addition they also completed measures pertaining to expectations of service and customer based reputation of the firm. Initial results suggest that regardless if workers are gender congruent or incongruent people perceive their warmth and competence on the basis of their occupation and not their gender. Results from the service measures suggest that people expect better service from gender congruent workers in masculine occupations, but think more highly of a firm with gender incongruent workers in masculine occupations. No such effect was found in feminine occupations. The results are discussed in light of previous finding, and limitations, conclusions, and implications of the current research are addressed.
Franklin and Marshall College Archives, Undergraduate Honors Thesis 2014
- F&M Theses Collection