The influence of gender-stereotyped perfumes on the attribution of leadership competence

The classification of perfumes as 'women's' and 'men's' fragrances is based on certain gender role stereotypes: 'flowery' or 'fruity' fragrances for women, 'spicy' and 'strong(tangy)' fragrances for men. Are such fragrances processed in a gender-stereotyped manner, as other sensual perceptions are? Do they affect the evaluation of persons in a professional context? Does a 'typically masculine' fragrance, in line with the phenomenon 'think manager - think male', promote the impression of competence and leadership qualities? In two experiments, female and male participants were asked to assume the role of a personnel manager. In Experiment 1, they perused an application for the position of a junior manager written by a male or female job applicant. The application papers were prepared with a typically masculine perfume, a typically feminine perfume or no perfume at all (control group). In Experiment 2, the participants conducted a job interview with a female or male applicant (a confederate) who had applied the respective perfume or no perfume. In both experiments participants stated whether they would employ the applicant and how certain they felt in their decision. In addition, they rated the applicant's general leadership competence as well as more specific leadership skills. The main findings of both experiments read as follows: (1) Compared to persons with a typically feminine perfume, persons with a typically masculine perfume were 'employed' with a higher degree of certainty. (2) Male stimulus persons with a typically masculine perfume were rated higher in general leadership competence than male persons with a typically feminine perfume, but no comparable differences were found for female stimulus persons. (3) Perfume had no effect on the rating of specific leadership skills. The results are interpreted in terms of the 'think manager - think male' phenomenon.