Superstars within reach: The role of perceived attainability and role congruity in media role models on women's social comparisons

ABSTRACTBased on social comparison and role congruity theory, this study examined the effect of perceived attainability and role congruity in media female role models on women's social comparison and career interest. A 2×2 experiment was conducted in which participants read a high or low attainability message, then portrayals of role models in a counter-stereotypical career with a family (high congruity to the female gender role) or without a family (low congruity to the female gender role). Results showed that the high attainability message led to self-inspiration and higher career interest, but only when the portrayals were in a less self-relevant domain. Implications for the use of role models to address the issue of female underrepresentation in STEM fields are discussed.