Perceptions of feminist beliefs influence ratings of warmth and competence

Six studies test whether women who label themselves feminists are judged as warmer and less competent than women who express gender-equality beliefs but do not label themselves. An integrative data analysis shows that women who label themselves feminists are seen as less warm and more competent than women who express gender-equality beliefs but do not label themselves. This difference in evaluations is caused by the fact that women who label themselves feminists are seen as having stronger feminist beliefs than women who belief in gender equality but do not use the feminist label. This idea is confirmed by showing that women with strong feminist beliefs are seen as warmer and less competent than women with weak feminist beliefs. In summary, women who label themselves feminists are seen as warmer and less competent than women who express gender-equality beliefs, because it is inferred that the feminist labeler does not have the same, but stronger gender-equality beliefs.
Keywords feminism, identification, person perception, stereotype content model