Female and male role models and competitiveness

We investigate how role models affect the competitiveness of men and women. A strand of experimental literature shows that women shy away from competition. In a laboratory experiment, we test how observing an outstanding woman or man competing and succeeding (a female or a male role model) affects women's and men's competitiveness. We find that women's competitiveness increases after observing a female or male role model, while men's competitiveness is not affected. In addition, we find that a female role model raises women's self-confidence.