Perceiving and Confronting Sexism: The Causal Role of Gender Identity Salience

Although many researchers have explored the relations among gender identification, discriminatory attributions, and intentions to challenge discrimination, few have examined the causal impact of gender identity salience on women's actual responses to a sexist encounter. In the current study, we addressed this question by experimentally manipulating the salience of gender identity and assessing its impact on women's decision to confront a sexist comment in a simulated online interaction. Female participants (N = 114) were randomly assigned to complete a short measure of either personal or collective self-esteem, which was designed to increase the salience of personal versus gender identity. They were then given the opportunity to confront a male interaction partner who expressed sexist views. Compared to those who were primed to focus on their personal identity, participants who were primed to focus on their gender identity perceived the interaction partner's remarks as more sexist and were more likely to engage in confrontation. By highlighting the powerful role of subtle contextual cues in shaping women's perceptions of, and responses to, sexism, our findings have important implications for the understanding of gender identity salience as an antecedent of prejudice confrontation. Online slides for instructors who want to use this article for teaching are available on PWQ's website at http://journals.sagepub.com/page/pwq/suppl/index .