Social Psychology Commons^™

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 …