男性的性別成見會讓女性退避三舍

Women's fear of being stereotyped by male service providers shapes their Consumer choices, US, South Korean and Canadian researchers say。

Study authors Kyoungmi Lee of Yonsei University in South Korea, Hakkyun Kim of Concordia University in Montreal and Kathleen Vohs of the University of Minnesota said their research shows women avoid situations in which they fear they will be the brunt of the stereotype -- especially situations that involve male service providers in transactions that call for science, technology, engineering and math abilities。

"One of the most widely held stereotypes in North America is that women's competence and aptitude in science, technology, engineering, and math domains is less than men's," the study authors say in a statement。

The study, published in the Journal of Consumer Research, demonstrated that female consumers who are reminded of their gender identity expressed lower intentions to purchase service from firms that advertised themselves with male service providers。

"When the threat of being stereotyped is in the air, consumers become anxious when they contemplate transacting with outgroup vs. ingroup service providers if they are reminded of the negative gender stereotype in science, technology, engineering and math domains," the researchers say. "A rise in consumer anxiety, in turn, is the very driving force behind women's disinterest in transacting with male service providers or sales persons."一項由美國、韓國和加拿大的研究者共同發起的研究稱，男服務提供者的性別成見可能會影響女性的消費選擇。

這項研究是由韓國延世大學的李京美、 蒙特利爾康卡迪亞大學的金哈康以及明尼蘇達大學的凱瑟琳•沃斯共同完成的，他們說結果表明女性會避開那些可能招致成見的情況，特別是那些有男服務提供者在場的，而且關乎科技、工程和數學能力的狀況。

研究者們在一項聲明中稱：“北美地區最普遍的一項成見就是女性在科技、工程和數學領域的能力和稟賦不及男性。”

這項發表在《消費者研究期刊》的研究證明，如果企業啓用男性來提供相關服務，並且意識到自己的性別身份，那麼她們的購買慾望就會大打折扣。

研究者說：“一旦嗅到性別成見，意識到在科技、工程和數學領域的消極性別偏見時，消費者在考慮外羣、內羣的服務提供者交易時就會變得焦慮。而正是這種焦慮使得女性不願意和男服務提供者或銷售人員進行交易。”