Changing the Assessment of Sex-Typed Occupations

While numerous studies have verified the presence of sex stereotyped occupations, few studies have tried to change those stereotypes. In attempting such change, a methodology is necessary which can measure the subtlety and complexity of attitudes and then provide strategies for change. The present study (N = 132 male and female undergraduates) tested a cognitive-mathematical model of attitude change. Multidimensional scaling was used to measure Ss' attutides toward occupations, sex roles, and motivational concepts. On the basis of those attitudes, a message-design strategy program generated optimum messages to change Ss' perceptions of the occupation of editor. The experiment was successful in significantly changing the initial perceptions of "editor" from male to female along a male-female dimension.