Are the times changing? An analysis of sex-role prejudice

Abstract

Sex bias was studied through evaluation of articles, in a technique modeled upon Goldberg's. Goldberg (1968) indicated that college women evaluated an article more positively when it was ascribed to a male rather than to a female author. The primary purpose of the present research was to examine a diverse sample, including subjects of both sexes and varying ages, and to determine whether sex-role attitudes have changed over time. Therefore, 64 students at the University of California, Santa Cruz, 64 students from San Jose State University, and 96 nonstudents from the San Francisco—Monterey Bay areas each evaluated six articles on several dimensions. Packets were counterbalanced for ascribed sex of author and “sex of topic” (male, female, or neutral). An analysis of variance yielded significant main effects for sex of subject and sex of topic. Further analyses yielded complex interactions which appeared to be primarily due to the responses of young nonstudents. The absence of an overall sex of author effect and the general pattern of data are interpreted in terms of the generalizability of research findings.