New research links beauty with the gender gap:
market for beauty products. But is this all a part of a plan to keep women out of the C-Suite?
New research suggests that these laborious and expensive beauty routines are about more than women’s desire for self-expression. The researchers, Leeat Ramati-Ziber, Nurit Shnabel and Peter Glick, published their six studies on the motivations behind the push for women to spend so much effort on beauty regimens in theThis is the crux of the research.
Just how did they study this? Participants were divided into two groups. The first group read a passage about how differences between men and women, including their distinct roles in society, weren’t going to change any time soon. Those in the second group read a passage suggesting men’s and women’s roles were converging and any gender differences were likely to disappear in the near future.
That’s right, telling people women have a real shot at equality actually made them more likely to think women should be investing considerable time pursuing beauty. The researchers also found that women in high-power occupations were more likely to be expected to invest time and effort pursuing beauty, and more so than men in these occupations.
It’s not necessarily conscious and it’s not just men, both men and women report that it’s important for women to invest effort into looking attractive. Perhaps not surprisingly, the pressure for women to pursue beauty was also found to be associated with sexism. Those who agreed with statements like “it is important for women to invest a lot of effort in looking attractive” were also more likely to hold sexist views of the world and believe in maintaining the social hierarchy.
France Dernières Nouvelles, France Actualités
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