“Which advertisement fits reality?” asked Pamela Butler, researcher into gender communication. The top ad represents selected adjectives used to describe feminine characteristics in the Bern Sex Role Inventory (BSRI), a psychometric testing instrument, while the bottom ad represents so‐called masculine personality characteristics. The ads were adapted from Butler's advertisements for “Insurance Executives” in Self‐Assertion for Women.
Merrick, B.G. (2002), "THE ETHICS OF HIRING IN THE NEW WORKPLACE: MEN AND WOMEN MANAGERS FACE CHANGING STEREOTYPES DISCOVER CORRELATIVE PATTERNS FOR SUCCESS", Competitiveness Review, Vol. 12 No. 1, pp. 94-114. https://doi.org/10.1108/eb046437Download as .RIS
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