Men in the Office, Women in the Kitchen? Contextual Dependency of Gender Stereotype Activation in Spanish Women

Men in the Office, Women in the Kitchen? Contextual Dependency of Gender Stereotype Activation in... In a set of two studies, we tested whether gender-stereotypical associations are automatically activated by Spanish women in a categorization task, and how this process is conditioned by the context in which the target is presented (kitchen vs. office). We hypothesized that gender stereotypes would be activated implicitly when the target (men vs. women) appeared in an office context (associated with male dominant roles), but not when they appeared in a kitchen context (traditionally associated with female roles). The studies were conducted with two samples (N = 44; N = 47) of female undergraduate students from the University of Granada (Spain). In both studies, a priming effect was found, indicating that a traditional, role-congruent stereotype pattern (men-competence, women-warmth) emerged when primes appeared in an office context, but not in a kitchen context. Further, negative competence traits were evaluated faster when a male prime was presented in the context of a kitchen (role-incongruent). The purpose of Study 2 was to clarify the implicit nature of this contextual contingency effect by manipulating the controllability of the priming effect (i.e., Stimulus Onset Asynchrony duration-SOA, and restricted response time). The results of Study 1 were replicated in only the short SOA condition, which implies faster and presumably less controlled processing of the stimuli. Theoretical implications for stereotyping and gender role research are discussed. Sex Roles Springer Journals

Men in the Office, Women in the Kitchen? Contextual Dependency of Gender Stereotype Activation in Spanish Women

Loading next page...
Springer US
Copyright © 2013 by Springer Science+Business Media New York
Psychology; Gender Studies; Sociology, general; Medicine/Public Health, general
Publisher site
See Article on Publisher Site


You’re reading a free preview. Subscribe to read the entire article.

DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 12 million articles from more than
10,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Unlimited reading

Read as many articles as you need. Full articles with original layout, charts and figures. Read online, from anywhere.

Stay up to date

Keep up with your field with Personalized Recommendations and Follow Journals to get automatic updates.

Organize your research

It’s easy to organize your research with our built-in tools.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

Monthly Plan

  • Read unlimited articles
  • Personalized recommendations
  • No expiration
  • Print 20 pages per month
  • 20% off on PDF purchases
  • Organize your research
  • Get updates on your journals and topic searches


Start Free Trial

14-day Free Trial

Best Deal — 39% off

Annual Plan

  • All the features of the Professional Plan, but for 39% off!
  • Billed annually
  • No expiration
  • For the normal price of 10 articles elsewhere, you get one full year of unlimited access to articles.



billed annually
Start Free Trial

14-day Free Trial