Focusing on your appearance increases benevolent sexist beliefs in both men and women
A new study finds that when men and women focus on their physical appearance, they become more likely to endorse benevolent sexism. These seemingly positive but restrictive beliefs may act as a coping mechanism for appearance-related discomfort.
A study published in the Japan Social Psychology Journal suggests that when men and women concentrate on their physical appearance, they are more likely to endorse benevolent sexist beliefs. Benevolent sexism is a type of attitude that appears positive but is actually restrictive, treating women as delicate and in need of protection and support from men.
The researchers aimed to determine if focusing on appearance could lead to endorsing this type of sexist belief. The study involved 181 Japanese undergraduate students, with 107 men and 74 women, who were asked to complete a simulated online shopping task. Half of the participants were told to evaluate swimsuits, while the other half evaluated sneakers.
After the task, the participants completed the Ambivalent Sexism Inventory, which measures both benevolent and hostile sexist beliefs. The results showed that those who focused on swimsuits had higher scores on benevolent sexism compared to those who evaluated sneakers. This was true for both men and women, regardless of their body mass index.
The increase in benevolent sexist beliefs was not linked to hostile sexism, suggesting that appearance concerns are specifically tied to the positive, traditional gender roles promoted by benevolent sexism.
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