Numerical distinctiveness, social identity and gender salience

Investigated the relationship between contextual determinants of identity salience and attitude toward identity-relevant stimuli in 64 female undergraduates. Ss observed a sexist advertisement while in 8-person groups varying sex composition. There was a significant overall difference between all-female groups and mixed-sex groups on a measure of gender salience. Gender was less salient in the all-female groups. In addition, there was a positive correlation between mention of gender (i.e., salience) and endorsement of traditional sex-role attitudes. Results lend more support to a social identity analysis than to a distinctiveness analysis of identity salience.