Biased Attitudes toward Females as Indicated by Ratings of Intelligence and Likeability

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Abstract
This study was designed to unveil some unconscious negative stereotyped views toward females shared by male and female college students. It was hypothesized that generally males will be judged as being more intelligent and likeable than females. Furthermore, females acting in an inappropriate sex-role manner, such as being high assertive, will be evaluated as even less intelligent and likeable than males. A total of 643 undergraduates viewed video tapes in which two males and two females in turn played high, medium, and low assertive roles. Pretesting was used to assure that the role players' physical attractiveness had been equated and levels of assertiveness had been effectively manipulated. After viewing the tapes subjects rated the role players on intelligence and likeability. Results supported the hypotheses, suggesting that unfavorable attitudes toward females do exist.