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Correll's research, Better If It’s Man-Made?, in GSB news

Photo of woman in brewery
iStock/vgajic

Gender bias can negatively affect what we think about products made by women, especially in male-oriented markets.

Imagine you’re reading the label of a craft beer. Among the notes you see the name of the brewer: Jane. Does knowing a woman made this beer change your perception of it? Will it taste as good as a beer made by a man?

Or say you’re buying cupcakes and you see they’ve been baked by a man: John. What’s the impact on your expectations? Are John’s cupcakes likely to be as delicious as, say, Mary’s?

New research from Stanford researchers Shelley J. Correll, Sarah A. Soule, and Elise Tak suggests that gender stereotyping significantly impacts the way we evaluate products. And in traditionally male-oriented markets — beers, power tools, or automobile parts, for instance — goods made by women can stack up pretty negatively.

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