Study 2 General Findings
Given the results of the first study, this study held the hypothesis that participants would
engage in paternalistic prejudice and rate a breastfeeding women higher in warmth compared
to the same women with sexualized breasts or nonsexualized breasts.
In this case, a breastfeeding woman and a woman with sexualized breats would be rated as lower in
general competence and workplace competence.
Introduction to the study
Participants were placed in three different conditions to see how each type of woman would be rated in competence and warmth when advertising for a cream. Participants were under the impression they were in a "marketing study".
Independent and Dependent Variables
The independent variables were the randomized conditions. The first was the
breastfeeding conditions where the advertized cream was meant for
after nursing. The second condition was the nonsexualized condition
where the cream was meant for chaffing after exercise. The last condition was
the sexualized condition were the cream was meant to be used before
intimacy.
The dependent variable were the results of participants' ratings of
warmth and competence.
Main Results
The breastfeeding condition was rated significantly lower in competence than both the sexualized and the nonsexualized conditions.