Reducing Endorsement of Benevolent and Modern Sexist Beliefs

Abstract

In two experiments, the present research identifies basic mechanisms for reducing endorsement of benevolent and modern sexist beliefs. Responses to attitudinal measures and a collective action measure on policy beliefs in Study 1 (N = 164) as well as to dating profiles in Study 1 and Study 2 (N = 159) support the hypothesis that endorsement of benevolent sexist beliefs can be reduced by providing information about its harmful consequences. Moreover, women and men become more aware of the full scope of gender discrimination and reduce their endorsement of modern sexist beliefs when they are provided with information about the harmful nature and pervasiveness of benevolent sexism. Theoretical implications regarding the linkage between benevolent and modern sexist beliefs and practical implications for reducing sexism are discussed.