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THE SOCIAL PERCEPTION OF GENDER: STEREOTYPE CONTENT AS A PREDICTOR
OF SUPPORT FOR EQUALITY AND PSYCHOLOGICAL ENTITLEMENT
ABSTRACT
Gender relations represent a unique form of intergroup dynamics, characterized by interdependence
for reproduction and family building, yet often defined by persistent stereotypes. Despite significant
social role changes over the past 50 years, the content of gender stereotypes has remained
remarkably stable, with women consistently perceived as more communal and men as more agentic.
Grounded in intergroup theory and the Stereotype Content Model (Fiske et al., 2002), this study
investigates how the endorsement of gender stereotypes, particularly along the dimensions of warmth
and competence, predicts critical psychological and social outcomes.
A quantitative, cross-sectional research design was employed, utilizing an online survey
administered to a sample of 400 South African adults. Participants completed the Gender Stereotype
Endorsement Scale, the Support for Gender Equality Scale, and the Psychological Entitlement Scale.
It is hypothesized that higher endorsement of traditional gender stereotypes will be a significant
negative predictor of support for gender equality. Furthermore, it is predicted that a stereotypical
profile of high competence/low warmth (typically associated with men) will be a significant positive
predictor of psychological entitlement. The findings will be analyzed to elucidate how ingrained
beliefs about gender underpin attitudes towards social equality and individual self-perception,
contributing valuable insights within the under-researched South African context.
THE SOCIAL PERCEPTION OF GENDER: STEREOTYPE CONTENT AS A PREDICTOR
OF SUPPORT FOR EQUALITY AND PSYCHOLOGICAL ENTITLEMENT
ABSTRACT
Gender relations represent a unique form of intergroup dynamics, characterized by interdependence
for reproduction and family building, yet often defined by persistent stereotypes. Despite significant
social role changes over the past 50 years, the content of gender stereotypes has remained
remarkably stable, with women consistently perceived as more communal and men as more agentic.
Grounded in intergroup theory and the Stereotype Content Model (Fiske et al., 2002), this study
investigates how the endorsement of gender stereotypes, particularly along the dimensions of warmth
and competence, predicts critical psychological and social outcomes.
A quantitative, cross-sectional research design was employed, utilizing an online survey
administered to a sample of 400 South African adults. Participants completed the Gender Stereotype
Endorsement Scale, the Support for Gender Equality Scale, and the Psychological Entitlement Scale.
It is hypothesized that higher endorsement of traditional gender stereotypes will be a significant
negative predictor of support for gender equality. Furthermore, it is predicted that a stereotypical
profile of high competence/low warmth (typically associated with men) will be a significant positive
predictor of psychological entitlement. The findings will be analyzed to elucidate how ingrained
beliefs about gender underpin attitudes towards social equality and individual self-perception,
contributing valuable insights within the under-researched South African context.
