Goodwin, PhD, of Purdue University, used the Implicit Association Test to discover 204 heterosexual college students' automatic gender preferences and gender identity by asking them to associate positive and negative gender-free words with either "men" or "women." They also tested participants' self-esteem by asking them to associate those words with "I" or "others."īoth male and female participants associated the positive words-such as good, happy and sunshine-more often with women than with men, Rudman says. Rudman, PhD, of Rutgers, and Stephanie A. Through four experiments, psychologists Laurie A. Women are nearly five times more likely to show an automatic preference for their own gender than men are to show such favoritism for their own gender, according to a study in the October issue of the Journal of Personality and Social Psychology (Vol.
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