Using Persuasion to Promote a More Hospitable STEM Work Climate

Abstract

<p>Women are underrepresented in science, technology, engineering and mathematics (STEM). This is evidenced in academic training, hiring, advancement, and retention. This research investigated message effects on attitudes and behavior toward women STEM faculty. The biobehavioral model of persuasion (Schneider, Lyons, & Rivers, 2009) posits that challenging messages -those evoking some personal concern and high efficacy, will be more persuasive than threatening messages those evoking greater personal concern and less efficacy. Challenging messages should evoke more message processing, physiological approach tendencies, favorable attitudes, and engage behaviors, relative to threatening or standard (NAS, 2007) messages. In this study, 120 STEM WSU undergraduates were assigned randomly to one of three messages varying in levels of personal concern and efficacy. Baseline attitude measures were taken, participants were exposed to a message, and post-message manipulation checks, attitudes, and behaviors were measured. Results showed that compared to women, men exposed to a challenge message thought gender discrimination in STEM is more serious, and were more persuaded that gender equality is critical for US success. Threat messages convinced women in this regard. Challenging messages appeared to be better at getting promises of volunteer time from students, but should be further examined. Notably, the NAS message did not stand out to change attitudes or facilitate behavior. Given limited resources, challenging messages appear the best for facilitating attitude change (particularly for men) and tempting behaviors.</p><p>This presentation occurred at the Wright State University Campus-Wide Celebration of Research, Scholarship and Creative Activities on April 8, 2011</p>