Michigan State University Extension
Diversity and Pluralism - 12210107
12/95/
ERIC TITLE NUMBER: 51-03993 AUTHOR: Bem, Sandra L.; Bem, Daryl J.
TITLE: Does sex-biased job advertising "aid and abet" sex
discrimination?
YEAR PUBLISHED: 1973
JOURNAL: Journal-of-Applied-Social-Psychology; 1973 Jan
Vol. 3(1) 6-18
ABSTRACT: Conducted 2 studies on sex-biased wording in job
advertisements and the placement of help wanted ads in sex
segregated newspaper columns. In Exp. I each of 60 female
and 60 male undergraduates was given a booklet containing
8 nontelephone and 4 telephone-related job ads and asked to
rate his or her willingness to apply for each job
described. All were characterized as similar in salary
offered, qualifications required, and opportunity for
on-the-job training; all employers were described as "equal
opportunity." Telephone jobs were presented either with the
sex-biased language used at the time by AT&T, in sex
unbiased terms, or in affirmative action sex-reversed
terms. Results for females showed increasing willingness to
apply for opposite-sex jobs from biased through unbiased to
reversed. Results for males showed greatest willingness to
apply for opposite-sex jobs in the unbiased condition. In
Exp. II 52 female undergraduates rated their preferences
for each of 16 male interest and 16 female interest jobs
presented in booklets either in alphabetical order or in
sex segregated format. An equal opportunity disclaimer
appeared on alternate pages in both sets of booklets. With
alphabetical listing 81% preferred male interest jobs,
compared to 46% male interest preference with
sex-segregated
listing. (PsycLIT Database Copyright 1974 American
Psychological Assn, all rights reserved)
KEY DESCRIPTORS: ADVERTISING-; OCCUPATIONAL-CHOICE;
OCCUPATIONAL-ATTITUDES; WRITTEN-LANGUAGE; PREJUDICE-; SEX
ROLES
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