Stereotype threat in India: Gender and leadership choices

This study sheds light on the leadership aspirations of Indian women from the perspective of the stereotype threat theory. Stereotype threat is a predicament experienced by members of a negatively stereotyped group in situations in which they fear confirming the stereotype. The author examined the phenomenon in a work context in India, thereby extending previous research to another culture. In the reported study, 90 graduate students from a professional institute viewed Indian advertisements under three conditions (gender stereotypic, neutral, and counter‐stereotypic). The impact of these advertisements was measured by whether participants chose a leadership or a problem‐solver role on a subsequent task. It was proposed that stereotypic images would activate stereotype threat, causing women to avoid leadership roles outside the home. The analysis revealed condition as a determining factor in the role choices of subjects. No proof of mediation was found, although role conflict emerged as a variable of potential interest. The results and their implications in organizational contexts are discussed.