Of Mothers and Managers – The Effect of Videos Depicting Gender Stereotypes on Women
summary
An online between‑subjects experiment with 933 participants recruited on Prolific shows little broad stereotype threat from commercial videos but two notable effects emerge: women shown non‑stereotyped commercials depicting women in science report higher interest in preventing hacker access than women shown homemaker ads, and women shown homemaker ads self‑report higher security knowledge than women shown male‑focused STEM ads. Measures include ESS‑13, CUS, ATI, IC8 and multiple self‑report and objective knowledge scales, implying ad priming is weak and earlier role models and curricular changes are needed.
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