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The purpose of this paper is to examine whether masculine personality traits in women generate better job market prospects, as compared to feminine personality traits.

The authors utilized a field experiment (correspondent test) to capture the way in which firms respond to women who exhibit masculine and feminine personality traits. In doing so, the authors minimized the potential for reverse causality bias and unobserved heterogeneities to occur.

Women who exhibit masculine personality traits have a 4.3 percentage points greater likelihood of gaining access to occupations than those displaying feminine personality traits. In both male- and female-dominated occupations, women with masculine personality traits have an occupational access advantage, as compared to those exhibiting feminine personality traits. Moreover, women with masculine personality traits take up positions which offer 10 percentage points higher wages, in comparison with those displaying feminine personality traits. Furthermore, wage premiums are higher for those exhibiting masculine personality traits in male-dominated occupations than for female-dominated positions.

Within the labor market, masculine personality traits may increase competency levels and leadership capability.

As feminine personality traits are stereotypically attributed to women, and these characteristics appear to yield fewer rewards within the market, they may offer one of many plausible explanations as to why women experience higher unemployment rates, while also receiving lower earnings, as compared to men.

Masculine and feminine personality traits may be a probable outcome of wage-related differentials. The experimental study isolates spurious relationships and offers clear evaluations of the effect of masculine and feminine personality traits on occupational access and wage distribution. To the best of the authors knowledge, this is the first-field experiment to examine the effect of masculine and feminine personality traits on entry-level pay scales.

A key obstacle to women’s advancement to managerial roles and leadership positions is the stereotype of the “good” manager, which is characterized by masculine traits. Although this gendered managerial stereotype has been very persistent over the past decades, Powell et al. (2021) recently showed that business students in the USA reported a decreased preference for masculine leadership traits and an increased preference for feminine leadership traits, resulting in a so-called “androgynous” manager profile that contains both masculine and feminine characteristics. This study aims to replicate Powell et al.’s (2021) findings among an older sample of working adults in The Netherlands.

The present study tests for changes in the managerial stereotype in a sample of 5,542 Dutch employees across 2005, 2010 and 2020.

In line with Powell et al. (2021), the results confirm employees’ decreased preference for masculine and increased preference for feminine leadership traits in 2020 compared to 2005. Nevertheless, Dutch employees still favored masculine over feminine leadership traits in 2020, contrary to the findings by Powell et al. (2021).

These observed changes in the managerial stereotype could prove to be an important step forward for women’s advancement to management and leadership positions.

With the present study, the authors demonstrate cross-cultural generalizability and conclude that the stereotype of a “good manager” is not only changing among US business students but also among working adults in The Netherlands. Overall, this study strengthens the observation that the stereotype of a “good manager” is becoming less gendered.

The purpose of this paper is to explore the relationship between leaders’ expressed traits and their impact on their country’s COVID-19 outcomes. Some leaders are over relying on masculine traits and dismissing feminine traits. An alternative – androgynous leadership – supports leaders in drawing from the full portfolio of behaviors.

This paper has a theoretical approach using an extensive review of the literature.

Leaders can take a number of actions to fully embrace androgynous leadership. These actions include building a diverse “tempered” team, communicating with respect, recognizing the impact of framing and moving from autopilot to realizing their best androgynous self.

Research limitations include a critique of Bem’s framework as outdated and dichotomous; a categorization of feminine, masculine and neutral behaviors that is determined by the authors; and a focus on leadership style that does not take other dimensions, such as health-care systems, into account.

The authors propose that an “androgynous” leadership style has been used effectively by some political leaders around the globe in the COVID-19 crisis. The COVID-19 context has provided a laboratory for developing and building competence as androgynous leaders.

The mental capacity to look at a situation, pause and explicitly select effective behavior is necessary, but oftentimes, it is not put into practice. By not drawing from a larger portfolio of androgynous behaviors, the opportunity for leaders to their best work is missed.

There is an acknowledgement of the benefits of the combination of masculine and feminine leadership traits. There are also clear recommendations supporting leaders in developing their androgynous leadership skills.

Personal conceptions of what constitutes a “successful manager” are important, as they influence an individual’s personal development and subsequent careers. This study investigates profiles of “successful managers” held by male and female managers working in ten European banks operating in Luxembourg. Respondents completed the personality attributes questionnaire (PAQ) and took part in semi‐structured interviews. Results are presented from the 66 managers as a group, and by gender. Next, responses are considered from individuals within three of those banks, chosen by position of the owning/originating country on Hofstede’s masculinity/femininity scale, to see whether differences in perceived successful leadership styles exist between the banks in accordance with Hofstede’s research. Results indicated that gender differences were more significant than nationality of the bank in determining perceptions of “the successful manager”.

The purpose of this study was to explore issues of gender and diversity raised by the 2020 US presidential election.

Samples from two populations (n = 667) described either an ideal president or one of the major-party candidates for president (Donald Trump and Joe Biden) or vice president (Mike Pence and Kamala Harris) on an instrument that assessed self-ascribed masculinity and femininity. Androgyny was calculated as the difference between masculinity and femininity; the closer the score to zero, the more androgynous the candidate.

The ideal president was viewed as androgynous (i.e. balanced in masculine and feminine traits) rather than masculine as in previous studies of presidential leadership. Compared to the White male candidates, Harris, a woman of color, displayed the most androgynous profile. The Democratic ticket represented a “balanced” team, with one candidate (Biden) higher on femininity and the other (Harris) higher on masculinity; in essence, an androgynous ticket. In contrast, the Republican ticket (Trump and Pence) represented a decidedly masculine ticket. Ideal president profiles differed according to respondents’ gender and preferred president.

The Democrats winning the election with an androgynous ticket suggests that a more level playing field for female vis-à-vis male candidates for political leader roles may be arriving.

The finding of an ideal president as androgynous rather than masculine is an original contribution to the literature on presidential leadership.

The purpose of this paper is to explore the relationship between sex, gender-role orientation (GRO) and the decision to become an entrepreneur. Because of the fact that gender stereotypes have influences on the preferences and choices of individuals in their career, this research proposes the following objectives: to determine the existence of gender stereotypes that have an influence on human behaviour and specially in this research context; to measure the GRO of each individual; and, finally, to analyze the relationship between the entrepreneurial intention, the sex and the GRO of participants.

Based on a questionnaire, this study follows the Bem Sex-Role Inventory methodology to perform an analysis by means of the multiple regression model. This study uses two different samples of 760 students who attend business administration and management undergraduate programs.

The outcomes show that GRO is a better predictor of the decision to become an entrepreneur than biological sex. Moreover, the results for the whole sample confirm the relationship between masculine and androgynous GRO with entrepreneurial intention, whereas there is also evidence of feminine GRO when we consider only women.

In line with previous studies that link GRO and entrepreneurship, in this paper, the authors have analyzed business administration students’ view to draw conclusions. The next step is to apply the gender perspective to advance in the analysis of the features that characterize business managers. Likewise, it is interesting to continue the study of gender social construction in entrepreneurship focusing on the discourse used by entrepreneurs or in the media.

The conclusions of this study are relevant for educators and trainers of future entrepreneurs. The entrepreneurial archetype evolves from masculinity to androgyny. This may help women entrepreneurial intentions. Emphasizing androgynous traits is a way to disable male stereotype domination and threat. This possibility is open, not only for educators who have the ability to improve this perception but also for media, advertising companies and women to push and value female entrepreneurship.

The implicit dynamism in GROs leads to the possibility of changes in workplace views and especially in entrepreneurship as a career option. In this way, it is possible that the general belief that the company owners are men may change. Improving women entrepreneurs’ social visibility, which acts as “role models” may increase female entrepreneur intention. Moreover, emphasis on the androgynous entrepreneur traits in forums at different levels of education, in entrepreneur training activities, will certainly increase the women entrepreneur intention if they perceive they have positively valued traits for entrepreneurship.

Selecting 31 items related with the entrepreneur person, this work tests empirically their gender categorization. This procedure allows to measure participants’ GRO following the four gender categories and classify them by sex. Finally, the authors analyze the influence the GRO and sex exert over entrepreneurial intention and provide empirical evidence in favour that GRO is a more robust variable to predict entrepreneurial intention than sex, and androgynous GRO is the most influential category on entrepreneurial intention.

While the consumer engagement (CE) concept is gaining traction in the literature, little remains known regarding the ways in which consumers displaying differing cultural traits engage with brands and their differences. The purpose of this paper is to explore CE with brands for consumers exhibiting differing cultural traits, and develop a set of research propositions for these individuals’ cognitive, emotional, behavioral, and social CE in brand interactions. These propositions, collectively, reflect consumers’ individual-level cultural CE styles – consumers’ motivationally driven disposition to think, feel, act, and relate to others in a certain manner characteristic of their specific individual cultural traits in brand interactions.

In this conceptual paper, literature is reviewed in the areas of CE and its conceptual relationship with Yoo et al.’s (2011) individual cultural values.

Key differences between individual-level cultural traits and consumers’ ensuing cognitive, emotional, behavioral, and social CE with brands are addressed in a set of research propositions based on Yoo et al.’s model of individual cultural values, from which the concept of individual-level cultural CE styles is developed.

This research explores differences across individuals displaying differing cultural traits and their ensuing CE with brands, which remains underexplored to date. It also develops the concept of individual-level cultural CE styles, which reflect consumers’ characteristic cultural trait-based cognitions, emotions, behaviors, and social dynamics in engaging with particular brands.

The outlined managerial implications reveal that unique marketing approaches are expected to be effective for engaging consumers exhibiting different cultural traits with brands, based on their distinctive CE styles (e.g. focusing on personalized interactions/interactions that stress consumers’ similarity to and fit with salient others for individualist/collectivist consumers, respectively).

This paper makes two important theoretical contributions. First, by offering a conceptual analysis of consumers displaying differing cultural traits and their ensuing engagement with brands, it provides an early attempt to explore individual-level cultural CE-based differences. Second, it develops the concept of individual-level cultural CE styles, which is expected to hold important theoretical and managerial implications.

This study aims to examine the effects of pathos in sustainable brand stories featuring masculinity on brand masculinity and men’s sustainable brand attitude using Aristotle’s rhetoric theory.

Three independent online experiments (N = 398; N = 216; N = 247) were conducted to observe how participants responded to a sustainable brand story. Data collected through a post-experimental survey were used to test the proposed model. Research hypotheses were inspected using SPSS.

The authors reveal brand masculinity is influenced by varying degrees of pathos: participants who read stories with all three pathos elements (metaphor, humor and empathy) demonstrated the highest level of perceived brand masculinity. Male consumers showed more positive attitudes toward masculine sustainable brand stories than feminine ones. The authors also identify the moderating effect of consumer generation: Gen Z (versus Gen Y) consumers demonstrated stronger character identification with hybrid masculinity (versus hegemonic masculinity) sustainable brand stories, resulting in more favorable sustainable brand attitudes.

The study provides a new angle for exploring the relationship between gendered sustainable brand stories and sustainable brand attitudes. It is the first (to the authors’ knowledge) that links Aristotle’s rhetoric theory to brand gender research, and it empirically demonstrates how male consumers from different generational cohorts respond to different masculinity strategies used by sustainable brands.

This study aims to examine factors that may explain the status of women in management by exploring the linkages between leader anti-prototypes and prototypes to gender stereotypes.

Samples from two populations described either a “bad manager” (representing leader anti-prototypes) or a “good manager” (representing leader prototypes) on two instruments that assessed masculinity and femininity.

On each instrument, masculinity was endorsed more than femininity in both leader prototypes and anti-prototypes. Both masculinity and femininity were endorsed more in leader prototypes than leader anti-prototypes but only when the purpose of the instrument was disguised rather than transparent.

Limitations of a single data collection method, the nature of the samples and a newly designed scale for purposes of the study are acknowledged. Further attention to the linkages of leader anti-prototypes and prototypes to gender stereotypes and the outcomes of these linkages is recommended.

Individuals who make managerial selection and promotion decisions may devote more attention to the presence or absence of masculine traits in candidates than to the presence or absence of feminine traits, thereby leading to female candidates being passed over and male candidates receiving greater scrutiny in determining who gets ahead.

The study suggests cognitive mechanisms that may influence the status of women in management.

The study incorporates leader anti-prototypes and leader prototypes to explain the low status of women in management.

The current study aims to examine couples' conjoint negotiation with a third party, testing the effects of asymmetrical contextual ambiguity, gender stereotypes' priming and egalitarianism. It predicted differences in the processes of decision making between egalitarian and traditional couples, reflected in choices of female or male negotiator.

Egalitarianism levels were measured by the Altrocchi and Crosby Marriage Questionnaire. The asymmetrical contextual ambiguity was manipulated through two newly constructed negotiation cases – one feminine‐stereotyped and the other masculine‐stereotyped, based on Miles and LaSalle. Priming of gender stereotypes was manipulated using two passages inducing explicit or implicit priming, based on Kray, Galinsky and Thompson. Primary statistical analysis was χ² test for equal proportions.

The hypotheses were by and large supported: as expected in all four experimental conditions, traditional couples chose men as their negotiator. By contrast, egalitarian couples tended to nominate their negotiator depending on the situation (feminine, masculine, and under implicit priming). In addition, under explicit priming their selection was in the predicted direction but not significant.

This study provides insights with respect to effective ways to conduct conjoint negotiations. In addition, it indicates the need to enhance women's negotiation self‐efficacy, so that they can become more active in negotiation processes.

The current study explored real‐life couples' conjoint negotiation with a third party, rather than examining couples' internal negotiation processes or individuals' dyadic negotiation, which prevailed in extant research. Future research should adopt the focus on genuine couples' conjoint negotiation, employed in this study.