Comparative Context and Relevant Group Membership: Attitudes on Gender Inequality within the Context of Contrasting Leaders
In this paper, the interaction between relevant group membership (i.e. gender) and context on leader perceptions was analysed within the paradigm of social identity theory. It was hypothesised that sharing group membership with a leader would result in to more positive ratings of a leader, while context would change how leaders were viewed depending on how much they embodied group values in relation to other leaders. The issue of contention to be contrasted between leaders was gender inequality. This context effect pattern was predicted to be different for males than females; males were believed to rate a leader more positively when the leader expressed a contextually more dismissive view, while females were predicted to rate a leader better when the leader expressed a contextually more proactive view. The hypotheses about the main effects of gender and context were supported; however, the results for the interaction were mixed in support. Gender and context did significantly interact, but it was not always in the directions predicted. Further research into this interaction is needed.