Abstract
Purpose
Recent research has examined the performance benefits of proactive behaviors but has largely neclegted gender differences. Proactive
behavior can be seen as agentic and prescriptive for the male but not the female gender role. Based on research on the backlash effect
(Rudman & Glick, 2001) we assume that individuals devalue proactive behavior in women when evaluating performance.
Furthermore, helping behavior might compensate for any backlash effects because it signals that individuals pursue prosocial motives.
Design/Methodology
These hypotheses were tested using a 2x2x2 between-subjects factorial design two experimental studies (N = 166 and N = 114)
employing a scenario of an employment interview. Two different stimulus materials and different examples of proactive behavior
were used in the two studies. Participants were asked to put themselves into the position of a colleague (study 1) or of a HR manager
(study 2) and to rate a candidate on the likability, perceived competence and overall evaluation.
Results
ANOVA results do not support the hypotheses. Female job candidates demonstrating high levels of proactive behavior received
similar evaluations as men in both studies.
Limitations
Future research needs to examine gender effects in real performance evaluations as well as test different samples of proactive
behaviors.
Research/Practical implications
The results indicate that women do not need to fear negative evaluations when showing proactive behavior. The backlash effect do
not seem to apply to proactive behavior in the jobs examined in this study.
Originality/Value
This study combines research on proactivity with research on gender stereotypes.
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