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While visiting a science museum, mothers ( N  = 125) and their 4- to 7-year-old children were recruited to read one of four versions of an educational storybook. These storybooks detailed either male-dominated careers (i.e., STEM: science, technology, engineering, and mathematics) or female-dominated careers (i.e., HEED: health, early education, and domestic roles), and they featured either a male protagonist or a female protagonist. Results indicated that the STEM storybook led mothers to perceive STEM careers as more suitable for their children, and it led girls to express more interest in STEM careers. However, there was some indication that mothers directed more discouraging comments toward their children (e.g., “You don’t like that”) while reading the HEED storybook, especially when it featured a male protagonist. This version also led boys to express less interest in HEED careers. These results suggest that exposure to stories with stereotype-defying characters can benefit girls, yet sometimes backfire among boys. Given the context of the study (i.e., a science museum), it remains possible that these results only apply to children from relatively advantaged backgrounds (i.e., higher family income and education). Accordingly, future research will need to examine whether these results differ among children from less advantaged backgrounds.

Counter-stereotypical, yet Counterproductive? How Families at a Science Museum Respond to Narratives that Defy Gender Stereotypes