Self-esteem is dominated by agentic over communal information

A systematic literature review of the stereotype content model in the fields of psychology and marketing: main themes examined in the literature and an agenda for future research in marketing

The stereotypes content model indicates that two traits (i.e., warmth and competence) govern individuals' impression formation. The great variety of research that has used this theory since the early 2000s leads to a need for a structured overview of prior findings. The goal of this study is to provide a concise map of research streams and present a research agenda. We conducted a systematic literature review of 955 articles. A bibliographic coupling analysis showed four clusters, i.e., (1) the general theoretical foundations of the SCM, (2) the societal impact of key stereotypes (with emphasis on gender), (3) research in clinical psychology and child development, and (4) marketing. Taking a closer look at research in marketing (using co-occurrence analysis), six research streams were identified, including research on branding, country-of-origin, front-line service providers, prosocial consumer behavior, perception of endorsers, and, more recently, on artificial intelligence (AI). The review presents key findings and research gaps across these topics. Finally, we reviewed the few articles that, although not falling into these streams, opened important research veins. This process provided the essential information to present a promising and complete research agenda, to continue building knowledge with impactful implications in different contexts.

Impacts of Unethical Behavior on Self-Esteem: A Contingent Dual-Process Model

Previous studies have reported mixed findings on how and why unethical behavior affects self-esteem. To address this issue, a contingent dual-process model is proposed and tested. The model postulates a negative impact of unethical behavior on self-esteem through decreased morality, a positive effect through increased competence, and the relative strength of these two paths depending on system-justifying motives. Studies using unethical behavior for self-interest (Studies 1 and 2), involving ingroup interest (Study 3), and measuring (Studies 1 and 3) and manipulating general system justification (Study 2) provide support for the model. By identifying the effects of system-justifying motives and linking the two competing paths, the model reconciles inconsistencies in previous research regarding how self-esteem is influenced by unethical behavior and reveals the underlying mechanism of this association. Accordingly, the current research constructs a motivational and superordinate framework to clarify the dynamic consequences of unethical behavior.

Can agentic messages help? Linguistic strategies to counteract voice-based sexual orientation discrimination

Gay men who believe to sound 'gay' expect to be discriminated against because of their voices and gay-sounding men are discriminated against in the hiring process. We examined whether uttering an agency-based message decreased discrimination expectancy and enactment. In Study 1a (N = 256; gay and bisexual men) and Study 1b (N = 216; gay men), speakers uttered agentic (vs. neutral) messages. We assessed their self-perception as gay sounding, agency self-attribution and discrimination expectancy. Uttering agentic (vs. neutral) messages made the speakers self-perceive as more agentic and this decreased discrimination expectancy. Additionally, self-perception as gay sounding predicted discrimination expectancy. In Study 2 (N = 466), heterosexual participants listened to gay- and straight-sounding speakers uttering either neutral or agentic messages and rated them in terms of agency and employability. Gay-sounding speakers uttering agentic messages were less likely to be discriminated against than when uttering neutral messages. Results show the positive impact of linguistic strategies involving agentic messages to reduce discrimination expectancy and hiring biases.

Wage (in)equality matters: the effect of organizational economic inequality on others' and self-ascriptions

Economic inequality has consequences at the social-psychological level, such as in the way people make inferences about their environment and other people. In the present two preregistered studies, we used a paradigm of an organizational setting to manipulate economic inequality and measured ascriptions of agentic versus communal traits to employees and the self. In Study 1 (N = 187), participants attributed more agency than communion to a middle-status employee, and more communion than agency when economic equality was salient. In Study 2 (N = 198) this finding was replicated. Further, this inequality-agency association was explained by perceptions of competitive employee relationships. Results, moreover, suggested that participants mainly attributed more communion than agency to themselves in the equality condition. We conclude that agency and communion ascriptions may be functional and thus inform about the expectations people have on the nature of social relationships in the face of economic inequality.

What Ratio of Warmth to Competence Is Ideal for Likable Friends?

The current study aimed to test the perceivers' ratings of likability and their willingness to become friends with targets who have different ratios of warmth to competence. In Study 1, we recruited 106 females and 61 males. The results of Study 1 showed that perceivers were reluctant to become friends with targets that had extreme ratios of warmth to competence (0:5 or 5:0). In Study 2, we recruited 137 males and 164 females. The results of Study 2 showed that male perceivers were willing to become friends with a female target whose ratio of warmth to competence was 5:0 and unwilling to become friends with a male target whose ratio was 0:5. Female perceivers were unwilling to become friends with a female target whose ratio was 0:5. Moreover, participants were unwilling to choose targets with a ratio of 5:0 as partners in a competition context. These results could help researchers understand how the process of impression formation works when considering different ratios of warmth to competence.

Appearing competent or moral? The role of organizational goals in the evaluation of candidates

The Big Two theoretical framework suggests that two traits, namely morality and competence, govern social judgments of individuals and that morality shows a primacy effect over competence because it has more diagnostic value. In this study we tested the primacy effect of morality in the workplace by examining how instrumental or relational goals of organizations might influence the importance of morality or competence of candidates during the hiring process. We hypothesized that the primacy effect of morality might hold when organizational goals are relational, but it might get reversed when organizational goals are instrumental. Supporting our hypothesis, in a field study and two experiments (both preregistered) we found that people perceive moral candidates as more appropriate for recruitment when an organization prioritizes relational goals (Studies 1, 2, and 3). In contrast, people perceive competent candidates as more appropriate for recruitment when an organization prioritizes instrumental goals (Studies 1 and 2). Perceived appropriateness of a candidate, in turn, predicts a stronger intention to recruit a candidate (Studies 2 and 3). These results provide evidence for a reversal of the primacy effect of morality in a work setting, and illuminate the important role of organizational goals in social judgments.

Agency and communion as fundamental dimensions of social judgment – and Bogdan Wojciszke’s brilliant idea on perspective