GENDER DIFFERENCES IN SALES MANAGERS PERCEPTIONS OF OCCUPATIONAL GENDER STEREOTYPES

This study of gender stereotypes within a traditionally male occupation was based on the hypothesis that male managers would describe their female subordinates as more closely resembling occupational gender stereotypes than would female managers. A survey was conducted of 77 U.S. managers who supervised women in the traditionally male occupation of industrial sales. All the managers described their subordinate saleswomen (n = 202) on gender stereotypes relating to their "selling ability," their "human relations ability," and their "motivation." The presence of some stereotypic thinking was evident. Male managers described the "selling ability" of their female subordinates more stereotypically than did 19 female managers. No significant gender differences were noted between male and female managers' perceptions of saleswomen's "human relationships" and "motivation." The implications of these findings are discussed.