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Full-Text Articles in Social Psychology
Harnessing Social Norms To Increase Men's Interest In Heed Careers, Joanna R. Lawler
Harnessing Social Norms To Increase Men's Interest In Heed Careers, Joanna R. Lawler
USF Tampa Graduate Theses and Dissertations
Men’s underrepresentation in the female-dominated domains of healthcare, early education, and the domestic sphere, or HEED roles, remains a persistent problem despite the fact that such careers often afford more job security and wage growth than blue-collar work. A growing body of evidence suggests that their lack of participation in HEED roles is not merely due to a skills mismatch, but rather an identity mismatch. I hypothesized that using descriptive and injunctive norms to reframe a stereotypically feminine career as more compatible with manhood could effectively reduce this identity mismatch. More specifically, I predicted that using a dynamic descriptive norm …