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ERIC Number: EJ882652
Record Type: Journal
Publication Date: 2010-Jun
Pages: 17
Abstractor: As Provided
Reference Count: 53
ISSN: ISSN-0361-6843
Disruptions in Women's Self-Promotion: The Backlash Avoidance Model
Moss-Racusin, Corinne A.; Rudman, Laurie A.
Psychology of Women Quarterly, v34 n2 p186-202 Jun 2010
Women experience social and economic penalties (i.e., backlash) for self-promotion, a behavior that violates female gender stereotypes yet is necessary for professional success. However, it is unknown whether and how the threat of backlash interferes with women's ability to self-promote. The present research examined the effects of fear of backlash and self-regulatory mode on women's self-promotion success by testing the backlash avoidance model (BAM), a model designed to account for disruptions in women's self-promotion. Two studies employing U.S. undergraduate samples examined self-promotion both in a live interview and written context. Results supported the BAM's predictions that self-promoting women's fear of backlash inhibits activation of a goal-focused, locomotive regulatory mode, which subsequently interferes with self-promotion success. This process was not evident for self-promoting men (Study 1) or peer-promoting women (Study 2), groups who demonstrated reliably more promotion success than self-promoting women. The influence of women's endorsement of communal stereotypes and their perceived entitlement were also investigated. Implications for women's self-promotion, gender stereotyping, and workplace parity are discussed.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A